It’s not a bag, it’s a Baguette!

 

— Carrie Bradshaw

 

So declared Carrie Bradshaw, the heroine of “Sex and the City”, correcting a mugger—though the bag was stolen anyway. Indeed, Fendi’s Baguette is far more than a handbag; it’s a true pop culture phenomenon. In 2019, riding the wave of Y2K nostalgia, Fendi re-released the iconic purple sequined Baguette from the series. In 2021, it made a triumphant return with Carrie Bradshaw in the spin-off “And Just Like That”. Fendi’s Baguette went down in history as the first It-bag: unlike the Birkin, it can be bought at a more affordable price and without a years-long waitlist.

 

 

Idea and Birth

The Baguette debuted at Fendi’s Fall-Winter 1997 runway show. While Karl Lagerfeld served as the brand’s creative director, the accessories line was—and still is—overseen by Silvia Venturini Fendi, granddaughter of the house’s founders.

 

Inspired by French women casually carrying baguettes under their arms, Silvia crafted the Baguette’s design. Its minimalist silhouette and compact size set it apart from the bulky accessories of the ‘90s. The instantly recognizable FF “Zucca” clasp, designed by Karl Lagerfeld in 1965, became the bag’s signature element.

 

The Turning Point

Hard to believe, but the Baguette initially failed to spark excitement, even among Fendi’s own team. Silvia, however, insisted on putting it into production—a decision that paid off. The bag’s star moment was just around the corner.

 

Everything changed with the cult classic “Sex and the City”. Fendi was among the first luxury brands to lend accessories to costume designer Patricia Field for the show. “Once Fendi loaned us items, everyone was willing to do so. It was a defining moment for us,” Field recalled.

 

In 2000, the iconic robbery scene aired in episode 17 of season three, with Carrie defending her purple sequined Baguette. The line, “It’s not a bag, it’s a Baguette!”, became legendary, and the bag became a must-have for fashionistas worldwide.

 

 

The Baguette’s Legacy

The Baguette ushered in the era of the It-bag, setting a new standard for brand promotion through pop culture. Following Sarah Jessica Parker, A-list stars and style icons like Naomi Campbell, Julia Roberts, Jennifer Lopez, and Paris Hilton were spotted with the Baguette. Stores couldn’t keep it in stock, and Fendi had to introduce waitlists to meet demand.

 

Nearly 30 years later, the Baguette remains a bestseller. It has been reimagined over 1,000 times in materials ranging from leather and fur to denim, jacquard, and sequins. Standout editions include the beaded Tucano and the limited-edition Hand in Hand, crafted by artisans from various regions of Italy.

 

 

In 2019, Sarah Jessica Parker starred in the #BaguetteFriendsForever campaign. In 2022, Fendi celebrated the bag’s 25th anniversary with a groundbreaking show at New York Fashion Week—the first runway dedicated to a single accessory. In 2025, marking the brand’s 100th anniversary, Fendi reintroduced the Mamma Baguette, a tribute to the house’s founder, Adele Casagrande Fendi.