Fendi’s iconic Mamma bag is making a stunning return for Spring/Summer 2025, reimagined in a soft, contemporary design that blends the Maison’s rich heritage with modern sophistication. To mark the launch, Fendi has partnered with British pop star Jade Thirlwall, who brings her vibrant energy to an exclusive campaign. Shot by the creative duo Scandebergs, the campaign follows Jade through her day, highlighting the Mamma Baguette’s effortless versatility as it accompanies her from work to stage.

The updated Mamma Baguette retains its classic rectangular shape and signature FF logo buckle, now subtly inlaid with leather for a fresh, refined look. Crafted from buttery soft nappa leather, the bag features a tactile drawstring closure, enhancing its modern femininity. Available in three sizes—Large, Medium, and Small—the bag can be carried by hand or worn crossbody with an adjustable leather strap, making it as practical as it is elegant.

The bag comes in a palette of dove, black, and white, alongside fresh pastel shades like pale pink, sage green, and matcha green. It also features unique seasonal floral embroideries on beaded and suede bases, with a luxurious black python version for those seeking something more exclusive.

The Mamma Baguette will be available in select Fendi boutiques and on Fendi.com starting in February 2025, continuing to define Fendi’s commitment to expertise, innovation, and timeless luxury.

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