fendi | the fendi way bag campaign starring sienna spiro

Sienna Spiro has spent the last year telling us she would “die on this hill” for her music, but her latest collaboration with Fendi suggests she is just as committed to a standout accessory. As a breakout star with a cinematic soul, she is the face of the new digital campaign for the Fendi Way bag, alongside a group of women who have turned their creative independence into a cultural force. 

The project aims to celebrate an “approach to creativity rooted in independence,” and the honesty and conviction that define how these artists move through the world. Joining Spiro in this intimate look at contemporary culture are Amber Mark, Kilo Kish and Kitty Cash, each bringing a distinct artistic language to the screen.

The Fendi Way bag first caught our eye on the Spring/Summer 2026 runway and it arrives as a hobo design that prioritises a more natural take on luxury. Its trapezoidal shape is built to be a “symbol of presence and connection” for the modern woman who needs her accessories to keep up with a multifaceted life. 

Fendi has played with some truly striking material combinations here. You can find classic leather exteriors that reveal vibrant suede linings in unexpected shades like lilac or electric blue. For those who prefer a bolder statement, there are monochrome versions in vivid pink and turquoise that flip the script by using suede on the outside and leather on the inside.

This campaign was developed and produced by female creative leadership across every stage through The Mì-Mì Project – a global culture and technology incubator focused on community building. Directors Ganna Bogdan and Emma Drew Berson chose to foreground creative authorship, allowing moments of truth and vulnerability to unfold with total authenticity. It is a rare look at the inner worlds of artists like Kitty Cash and Kilo Kish, focusing on how their personal identities shape their work.

The Fendi Way bag is available now for pre-order online, with a global boutique launch following on 5 February. Find out more here.

photography. courtesy of Ganna Bogdan and Emma Drew Berson
words. Gennaro Costanzo