Fendi

Feb 2025

The Fendi Mamma Baguette ad campaign emerges as a masterclass in atmospheric storytelling, successfully bridging the gap between heritage luxury and contemporary nocturnal allure. Under the creative direction of Antonio Moscogiuri, the project leans into a cinematic visual language that transforms the iconic accessory into a central character of a neon-soaked, late-night narrative. Captured by the duo Scandebergs, the campaign employs a high-contrast chiaroscuro technique and deliberate studio strobe lighting to emphasize the rich, tactile textures of the leather and sequins against the cool tones of vintage automotive steel. With Jade Thirlwall as the face of the collection, the imagery navigates through diverse vignettes—from a moody, mid-century reclining pose to a performance-inspired moment captured against a deep red velvet curtain. This fashion campaign expertly utilizes long-exposure motion blur and carefully curated natural light to ground the brand in a space that feels both aspirational and intimately staged. The styling, elevated by the collaborative efforts of Zack Tate, Isaac Poleon, and Sophia Sinot, ensures every frame maintains a cohesive editorial rhythm. By weaving together elements of lifestyle photography and live-action technique, the team has crafted a series of portraits that celebrate the enduring appeal of the Mamma Baguette, proving that even the most classic silhouette can be recontextualized with the right infusion of drama and meticulous art direction.

Editorial, Commercial, Cinematic

Studio strobe, Natural light

Bags & Accessories, Fashion