Fendi is turning its iconic heritage into a fresh fashion moment with the launch of a limited-edition capsule collection inspired by the highly anticipated fifth season of Emily in Paris, premiering on Netflix in December 2025. This strategic collaboration cements the synergy between high fashion and storytelling, transforming screen style into collectible real-world fashion pieces that reflect both Fendi’s legacy and the show’s global cultural cachet.
The capsule — designed to commemorate the series’ latest season — centers on reinterpretations of two of Fendi’s most beloved handbag silhouettes: the Baguette and Peekaboo. These iterations are more than seasonal accessories; they act as wear-able nods to the series’ narrative arcs and its glamorous European backdrop. Emily in Paris has long been recognised not just for its romantic plotlines and cosmopolitan settings, but also for its vivid fashion stories, which blend the rich sartorial histories of Paris and Italy with a modern flair. The new capsule intelligently harnesses that ethos and brings it into the hands of consumers.
Fendi’s Baguette is one of fashion’s most iconic bag shapes — a symbol of early 2000s “It bag” culture that was revitalised by recent television moments and nostalgic fashion cycles. Originally propelled into mainstream fame by pop culture phenomena over two decades ago, the Baguette remains a timeless yet trend-responsive silhouette. In this capsule, Fendi has introduced fresh materials and limited-edition details that echo the vibrant, cosmopolitan energy of Emily in Paris. While specifics on fabrics and colourways are limited in the initial announcement, the inclusion of the Baguette reinforces Fendi’s commitment to honoring its archive while making it feel contemporary and contextually relevant to the show’s stylish universe.
Alongside the Baguette, the Peekaboo silhouette also receives seasonal treatment in the capsule. Launched in the 2010s, the Peekaboo quickly became synonymous with quiet luxury — its name derived from its signature opening and closure that “peeks” into the bag’s interior. The Bag’s elegant, understated structure appeals to consumers who favour refined minimalism over overt logo culture, aligning perfectly with the aspirational lifestyle that Emily in Paris portrays. In this seasonal iteration, the Peekaboo is positioned as a bridge between the narrative world of the show and everyday luxury wear.
This collaboration underscores a larger trend in fashion marketing: leveraging storytelling and narrative entertainment to drive brand relevance. Emily in Paris is no stranger to high fashion — its costume design has always been a character in its own right, with the protagonist Emily Cooper navigating the streets of Paris and Rome in ensembles that range from classic Parisian chic to bold stylistic risk-taking. By anchoring a capsule collection around the series’ imagery and aesthetics, Fendi makes the act of wearing its bags part of a larger cultural dialogue — one that extends beyond traditional runway showcases and into mainstream entertainment.
The excitement around the capsule is further amplified by Fendi’s strategic off-screen playbook. Ahead of the series premiere, promotional appearances tied to the show have seen notable style moments, including actress Lily Collins sporting archival Fendi Baguette bags during press events, reinforcing the brand’s historical influence and the collection’s thematic relevance. Collins was spotted carrying vintage and contemporary Fendi pieces during Emily in Paris Season 5 promotions, including sang outfits that seamlessly blended vintage archive references with modern twists — signaling the enduring appeal of the houses’ classic silhouettes.
With the capsule collection, Fendi isn’t just selling bags; it’s selling narratives. It taps into the cultural moment where fashion and storytelling intersect, allowing audiences to wear a piece of the world they’ve just seen on screen. In many ways, this collection is a savvy reflection of the modern luxury consumer’s mindset — one where cultural relevance, brand heritage, and personal identity converge in a single accessory.
Season 5’s Emily in Paris unfolds this December on Netflix, promising not only new romantic escapades and cross-continental storylines but also fresh fashion moments that will likely influence trends and consumer desire well into 2026. With Fendi’s capsule riding that wave of anticipation, it’s clear that fashion brands are continuing to explore partnerships that blur the lines between fashion, entertainment, and cultural engagement.
