FENDI has released its re-edited Mamma Baguette after it was reveal on its SS25 runway. The campaign for the bag stars the pop girl of the moment, Jade Thirlwall. Fresh off the immensely successful launch of her solo career and having recently been nominated for two BRIT awards, she is the embodiment of the glittery pop star.
Jade Thirlwall for Fendi
Directed by the Scandebergs duo, the campaign has a definite party-girl edge. With its low lighting and a preview of Jade’s bass-heavy upcoming single, the video is positioning itself as the must-have for the young and the fun.
The Mamma bag goes with Thirlwall as she prepares to go on stage, following her into the spotlight, she pulls her microphone out from the rhinestone-clad bag. It’s fun and full of energy.
Jade Thirlwall for Fendi
The bag is an offshoot of the ever-iconic Fendi Baguette bag, but with its drawstring closure, it’s a softened version of its originator. Fendi is known for its long history of quality leather goods. Opening in Rome in 1925, the brand grew under Karl Lagerfeld’s fifty-four-year tenure as its creative director and is now firmly planted as one of the biggest luxury houses.
by Imogen Hipkin Holland