Fendi's Identity Strategy: The It-Girl’s Essential, From Carrie Bradshaw to Loud Luxe

Fendi's It-Girl Legacy lives on — from Sex and the City to Today’s Luxe Diva

Fendi has earned its spot as an iconic, unapologetically bold brand, capturing the spirit of fashion’s It-Girl from the Carrie Bradshaw era to today’s luxury-loving tastemakers. Rooted in its Italian heritage yet constantly reinventing itself, Fendi stands as a unique blend of tradition, innovation, and personality. This is a brand for the drama queens and divas; it’s a brand for those who make statements, who recognize the value of high fashion, and who demand to be anything but ordinary.

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Here, we’ll explore how Fendi’s marketing strategy has transformed it into a luxury powerhouse with a high-profile following, cementing its place as an icon in the world of high fashion.

1. The Original It-Girl: Fendi’s Legacy after Sex and the City

The influence of Sex and the City and Carrie Bradshaw’s character on Fendi’s image cannot be overstated. When Carrie famously declared, “It’s not a bag, it’s a Baguette,” Fendi’s Baguette bag became a symbol of modern luxury and the modern diva. This line transformed the Baguette into a cultural icon, putting it squarely on the radar of the world’s most discerning, fashion-savvy women, from Paris Hilton to Kim Kardashian and Rihanna.

The impact of Carrie Bradshaw went beyond just one character or one moment in TV history. Fendi used her influence as a springboard, weaving itself into the cultural lexicon as the It-Girl’s brand of choice. Through strategic re-releases and updates to the Baguette, Fendi has kept this emblem of late-90s and early-2000s chicness at the center of its collections. These reissues aren’t just bags—they’re statements on the enduring appeal of the Fendi It-Girl, who is playful, confident, and entirely aware of her own style authority.

2. History on the Baguette Bag: More on the Bag, an Icon 

The Fendi Baguette, more than just a bag, is a cultural and fashion artifact. Created in 1997 by Silvia Venturini Fendi, the Baguette defied the typical bag structure with its sleek, minimalist design that tucked snugly under the arm—like the French bread for which it’s named. It stood out for its simplicity and utility at a time when oversized bags were in style, and this shift has been celebrated ever since.

Today, the Baguette remains one of the most coveted “It” bags. Fendi has re-released it in numerous styles, textures, and colors, from sequined versions to embroidered leather, and even exotic skins. Each variation feels fresh, yet it stays true to the original design’s understated chicness. The Baguette represents Fendi’s ability to evolve, a quality that resonates deeply with both longtime fans and new converts.

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3. The Power of Iconic Designers: Karl Lagerfeld and Kim Jones

Few fashion houses have benefited from the genius of two distinct yet legendary designers. Karl Lagerfeld joined Fendi in 1965, transforming it from a well-regarded Italian family brand into a global luxury powerhouse. Under Lagerfeld’s creative direction, the double-F logo was born, giving Fendi a recognizable symbol that would become one of the most famous monograms in fashion.

This period marked the beginning of Fendi as the brand of choice for those who appreciate high-end fashion that’s both avant-garde and impeccably Italian.

In 2020, Kim Jones took over at Fendi, guiding the brand into a fresh era while honoring Karl Lagerfeld’s legacy. Jones understood Fendi’s unique mix of bold expression and timeless refinement. His collections balanced new silhouettes and textures that attracted younger audiences while still appealing to loyal Fendi fans. However, after his impactful work with the brand, Jones stepped down just last month, in October.

4. Fendi as the Diva Brand: Marketing Confidence and Drama

The essence of Fendi’s identity lies in its reputation as a “diva brand.” This isn’t about arrogance but about owning one’s space, being unafraid to stand out, and choosing pieces that reflect personality. Fendi designs for those who are unapologetic in their style, who understand the power of fashion as self-expression.

Each piece from Fendi reflects a certain boldness; whether it’s a lavish fur coat with a FF monogram or a mini dress with striking sequin embellishments, Fendi’s pieces don’t hide—they demand attention. Fendi designs for those who command attention effortlessly, who see fashion as a powerful form of self-expression. For anyone who loves drama and elegance in equal measure, Fendi remains the ultimate brand for divas. When you see a girl rocking Fendi, you instantly know what's up!

5. Loud Luxe and Quiet Sophistication: The Dual Nature of Fendi

Fendi is for those who want to be seen. It’s for the drama queens, the bold personalities, and the ones who believe fashion should make a statement. Fendi isn’t about quiet luxury or minimalist looks—it’s about standing out with vibrant patterns, iconic logos, and eye-catching details. For anyone who loves style that speaks loudly, Fendi is the go-to.

But Fendi also has a subtle side, for those who prefer their luxury with a softer touch. Even its quieter pieces carry a sense of exclusivity and a refined edge that speaks to those in the know. This balance makes Fendi timeless and relevant, loved by both the It-Girl who lives for the spotlight and the classic style lover who prefers a quiet kind of confidence. Fendi’s strength is that it offers both, adapting to all kinds of personalities while staying true to its chic identity.

6. The 1920s Reimagined: Fendi’s Gatsby-Inspired Collection (Spring-Summer 2025)

Fendi has embraced the glitz and glamor of the 1920s for their Spring/summer 2025 show in Milan. With a modern twist, Fendi displayed the collection inspired by Art Deco’s intricate designs and the ambience of the Jazz Age. Fendi’s take on 1920s luxury isn’t a straight-up replica—it’s a fresh remix for our current Roaring Twenties. This collection appeals to today’s It-Girl who appreciates over-dressing and all things glamorous. To the fashionably late girlies, this one’s for you! 

Drawing from The Great Gatsby’s lavish parties and iconic flapper style, Fendi’s collection feels like an invitation to indulge. It celebrates the unapologetic glamor of the past while making it wearable and relevant for the modern era. This nod to Gatsby-era luxury ties back to Fendi’s commitment to being over the top and embracing bold expression. It’s a welcome change, especially with quiet luxury and muted tones currently ruling fashion.

Fendi’s Future is Louder than Ever

Fendi’s ability to straddle the line between tradition and innovation is what makes it one of the most enduring brands in high fashion. It respects its history—honoring Lagerfeld’s contributions, preserving the integrity of the Baguette, and embracing Italian craftsmanship. At the same time, it continues to push forward, embracing new influences, new designs, and a fresh perspective under Kim Jones’s direction.

This commitment to evolution while staying true to its roots is what secures Fendi’s place in the wardrobes of both classic style icons and today’s It-Girls. Whether you’re a lover of loud statements or subtle elegance, Fendi remains the ultimate choice for the modern It-Girl.

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