THE RETURN OF THE FENDI SPY BAG

words by NATALIE GAL

The Fendi Spy bag is back! This undeniable icon from the glamorous 2000s, once a glamourus shield against the paparazzi's flash, makes its grand return. Of course, with a captivating twist. Known for its distinct soft silhouette and clever secret compartments, the new version arrives in an array of pastel colours, even including a playfully fluffy edition.

We are undeniably in an era where personalizing our accessories is not just a trend, but a necessity. Gone are the days of uniform baguette bags; now, bags tell a story, adorned with charms, ribbons, keychains, and scarves (dare I say "labubus"!). This reflects a heritage, channeling the spirit of icons like Jane Birkin, who famously made her bags uniquely her own. The Fendi Spy is precisely this kind of bag: intimate and candid, destined not to be just another item in your closet, but a daily companion that truly becomes a part of you – a feeling we all understand.

The new campaign is masterfully photographed and directed by Stevie Dance and styled by Anna Trevelyan. Here, a new era of "It-girls" takes center stage: Amelia Gray, Xiao Wen Ju, and Gabbriette, each wearing the bag with an undeniable, inherent confidence that perfectly captures its 90s essence.