FENDI’s iconic and chic Spy Bag is seeing a comeback in the luxury label’s 2025 campaign. As part of the brand’s centenary celebrations, this early-2000s accessory is framed as both a nostalgic throwback and a contemporary must-have.

FENDI’s digital campaign adopts a cinematic narrative approach, casting three distinctive fashion influencers — Amelia Gray, Xiao Wen Ju, and Gabbriette — who each embody different facets of modern femininity. Directed by Stevie Dance with styling by Anna Trevelyan, the campaign creatively reimagines the Spy Bag as an object of obsession through a surveillance-themed storyline about a handbag collector’s global hunt. The original bag’s signature features — its soft structure, concealed compartments, and paparazzi-shielding design — are highlighted as timeless qualities that resonate with both longtime luxury consumers and new generations of fashion enthusiasts.

Image Credit: FENDI