Glass presents the final video in Fendi’s #BaguetteFriendsForever campaign filmed in New York — with a surprise ending

GLASS proudly presents the third and final film in Fendi’s #BaguetteFriendsForever series, celebrating the re-launch of their iconic Baguette bag.

An image from The Missing Baguette film

This closing video — The One & Only Baguette — is filmed against the timeless backdrop of New York City, in a wonderfully grainy style reminiscent of iconic nineties sitcoms. We meet our final set of friends here, in a pastel pink cafe and drinking cosmopolitans.

An image from The Missing Baguette film

One describes to the others the most beautiful sequinned, purple Baguette she had just spotted in the Fendi store. After a short deliberation, they decide she must go back for it. They rush through the city to the Fendi store, only to discover the bag has already been sold… but to whom?

An image from The Missing Baguette film

The narrative of each video so far always ends in an enquiry about about the bag, to which the friend’s reply “It’s not a bag, it’s a Baguette!”. But the tables are turned in this concluding episode, as the when the friends call after the lucky sequinned-Baguette owning customer, claiming that they need the bag – only to be faced with none other than Sarah Jessica Parker, who recalls the line, “Oh, this is not a bag, it’s a Baguette!”

An image from The Missing Baguette film

If the Sex and the City nuances had been missed throughout this campaign, they were certainly clear as day with this big reveal, as it was the Baguette’s reoccurring appearance under the arm of Parker’s Carrie Bradshaw on HBO’s Sex and the City that proved to be its golden ticket to ‘It bag’ stardom. 

An image from The Missing Baguette film

The stars of this film — alongside Sarah Jessica Parker of course – are a group of up and coming social media sensations who are taking the world by storm, one post at a time. Caro Daur, Natasha Lau, Ebonee Davis and Melissa Martinez are intelligent, driven young women who have a penchant for fashion – and Fendi.

This witty ending, tying together the old and the new, encapsulates the very reason Fendi’s relaunching the Baguette. Even though it may come in different sizes, colours or textures, the Baguette will never loose its inimitable appeal as the bag coveted by all. 

Watch the video in full below:

by Lucy May McCracken