Fendi Spy Bag Gets Revival and Digital Campaign Starring Today’s ‘It’ Girls

GabrielleEntertainment2025-07-0345211
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MILAN — Back in 2005 a new “It” bag made its way into the public spotlight, seen on the arms of celebrities and ante-litteram influencers alike.

The Fendi Spy bag — introduced with the spring 2005 collection and designed by handbag maven Silvia Venturini Fendi, the brand’s artistic director of accessories and menswear collections — was regularly seen on Nicole Richie, Lindsay Lohan, Hilary Duff, Gwen Stefani and Sarah Jessica Parker, just to name a few.

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The soft style — shaped as a croissant with a rounded handle and signature secret pockets under the flap to hold essentials, such as lipstick, sunglasses, cash and a smartphone — made a return for fall 2025 as part of the collection that marked the Roman fashion house’s centennial this year.

On the runway, several iterations were displayed in materials ranging from leather, shearling and satin, to mink, swakara and eel. The Spy bag has since been spotted on celebrities such as Aubrey Plaza, Kelly Rowland, Rita Ora and Bianca Balti, while Rihanna and Bella Hadid, among others, have recently flashed vintage models.

Now the Spy bag is getting a further share of visibility through a dedicated digital campaign, simply titled “Fendi Spy Bag Returns,” photographed and directed by New York-based Stevie Dance.

In homage to its status of “It” bag for “It” girls — who helped fuel the bag’s popularity in the 2000s — the ad campaign stars Los Angeles-born model and mental health advocate Amelia Gray; Chinese model Xiao Wen Ju, and Gabbriette, each embodying a different attitude.

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Riffing on investigative and surveillance cameras scattered across the globe and tapping into the voyeuristic genre, the three talents are seen through spy cams strolling around undefined cities and carrying a different version of the Spy bag — in baby blue leather for Gray, pink leather for Gabbriette and in shearling for Ju — as if a tech-savvy handbag collector was behind the screen trying to locate, and get their hands on, the bag.

Fendi bags have a track record of achieving “It” status, including the Peekaboo and, to a certain extent, the Fendi First clutch, although none has arguably reached the same pop and cultural weight as the Fendi Baguette bag, introduced in 1997 and prominently featured in the “Sex and the City” TV series, which helped cement its popularity.

The reedition of the Spy bag taps into nostalgia for Y2K fashion, and especially the ongoing revival of buzzy accessories from that decade, including the Louis Vuitton’s Murakami pieces, the Dior Saddle bag, Prada’s Re-Edition 2000 and 2005, and the Chloé Paddington, in addition to the Balenciaga City.

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Mael

The Fendi Spy Bag's renaissance, fueled by its digital campaign starring today’s charismatic It girls like a successful convergence of classic elegance and modern influencer appeal.

2025-07-03 21:05:22 reply
Noemi

The renaissance of the Fendi Spy Bag, paired with a digital campaign starring today's 'It Girls,' symbolizes not only an exciting throwback to classic luxury but also its bold embrace into modern-day celebrity culture.

2025-07-03 21:05:37 reply
Hart

The Fendi Spy Bag's recent revival is a testament to its enduring fashionableness, complemented perfectly by this digital campaign tailored for today’ it girls. With innovative style and an eye on luxury authenticity.

2025-07-06 20:35:01 reply
Jett

The Fendi Spy Bag's recent revival embodies both a nostalgic throwback to yesteryear glamour and an innovative digital campaign starring modern-day 'It girls,' casting the perfect balance between heritage, style innovation & social influencer appeal.

2025-07-06 20:35:17 reply
Azura

The Fendi Spy Bag's resurgence, coupled with a digital campaign featuring today’sWith It Girls,’ deftly harks back to its iconic heritage while embracing contemporary trends—a breathtaking fusion of creativity and nostalgia.

2025-07-08 10:00:34 reply
Amaya

The latest revival of the Fendi Spy Bag, coupled with a captivating digital campaign headlined by today's 'It Girls', embodies both timeless elegance and modern驾照tailoring in an innovative way that resonates strongly among fashion enthusiasts.

2025-07-08 10:00:49 reply
Thomas

The digital campaign starring today's 'It Girls,' hosting the revival of Fendi’ Spy Bag, prioritizes youth fashion influencers and modernity through a chic blend that celebrates both vintage elegance redefined by their trendy aesthetics.

2025-07-12 11:04:37 reply
Eliezer

The Fendi Spy Bag's resurrection, accompanied by a digital campaign starring today’s IT girls in the world of fashion and social media alike...not justa revival but an evolution amidst showcasing how one iconic piece stands tall through generations.

2025-07-12 11:04:54 reply
Isidore

The recent Fendi Spy Bag revival and its accompanying digital campaign, featuring today's 'It Girls', elegantly encapsulates both heritage value & contemporary coolness in the same breath—a bold illustration of modern fashion reinvention.

2025-07-12 11:05:07 reply
Lailah

The Fendi Spy Bag's recent revival in the world of fashion perfectly captivates today’s ‘It girls’, all thanks to its splendid digital campaign that fuses nostalgia with contemporary influencer flair, successfully appealing not just aesthetically but also intellectually.

2025-07-24 02:22:32 reply
Galen

The Fendi Spy Bag's resurrection not only revitalizes a classic silhouette but also highlights the brand-new digital campaign starring today’s vibrant 'It Girls,' crafting an unparalleled fusion of fashion and influencer culture.

2025-07-24 02:22:47 reply

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