Four friends, one city, one Baguette bag. The stage is set for each of the three short movies in Fendi’s new online campaign, entitled #BaguetteFriendsForever. The stories bring together a diverse cast of creative celebrities in Shanghai, Hong Kong and New York. The episodes follow inseparable friends in their sparkling daily routines as they enjoy shopping, lunch at a favorite restaurant and trying on outfits. The real protagonist, though, is the Baguette bag, the ultimate goal of their quest.
In Shanghai, the beloved Baguette is the must accessory for a girls’ night out, while in Hong Kong, the friends scour the city to retrieve the Baguette bag that Japanese top model Hikari Mori has lost. In the final episode, a vintage Baguette becomes the object of everyone’s desire.
First and foremost among them is Sarah Jessica Parker, star of the cult series “Sex and the City”, who caps the denouement with the exclamation “This is not a bag, it’s a Baguette!”. Her statement neatly sums up the unique essence of this timeless accessory, which over the years has been embellished with mirrors, fur or embroideries, elegantly magnifying the Fendi’s exquisite craftsmanship with each new season.
For the interactive component in the #BaguetteFriendsForever campaign, Fendi has created a space on its website where Baguette fans can post a personal message illustrated by the Baguette model of their choice and declare their friendship for the people who count most to them
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