Fendi: Fendi Mamma Baguette starring JADE

Feb 2025

Fendi presents the Mamma Baguette campaign, a fashion editorial series starring Jade. The project leans into a cinematic, moody aesthetic, utilizing low-key / chiaroscuro lighting to highlight the intricate textures of the handbag collection across a variety of theatrical and urban environments. Photographed and directed by Scandebergs, the visuals move between stylized performance sets with deep jewel tones and atmospheric outdoor scenes featuring vintage automotive elements. The campaign incorporates set design by Thomas Bird to create cohesive, narrative-driven backdrops, while choreography by Benjamin Jonsson lends a performative quality to the portraiture. The work focuses on the craftsmanship and materiality of the bags, framed through a glossy, analogue / film lens.

Horizontal, Commercial, Moody, Warm

Low-key / chiaroscuro

Advertising Campaign