Why the Fendi Baguette Bag Still Defines Modern Luxury

Few accessories have achieved true icon status, but the Fendi Baguette bag is in a league of its own. First designed in 1997 by Silvia Venturini Fendi, it’s more than just a handbag—it’s a cultural symbol that redefined how luxury brands create desire.

The Birth of an Icon

When Venturini Fendi debuted the Baguette, she wasn’t trying to make an “It bag.” She wanted something small, unapologetically feminine, and a little impractical—the antithesis of the minimalist, logo-free accessories of the late 1990s. Its under-the-arm silhouette, double-F clasp, and endless material variations turned out to be irresistible.

The Baguette marked a shift in luxury: accessories became not just status symbols, but emotional statements. You didn’t just buy a Baguette—you now collected them.

The Pop-Culture Moment That Changed Everything

Then came Sex and the City. Carrie Bradshaw’s infamous line: “It’s not a bag, it’s a Baguette”, became one of fashion’s most quotable moments. It wasn’t scripted product placement; it was cultural alchemy. That very peisode cemented the Baguette’s legend, sparking a frenzy that saw waitlists balloon and resale prices soar.

When And Just Like That... premiered two decades later, the show resurrected not just Carrie’s wardrobe, but an entire baguette era. The reissued purple sequin Baguette sold out instantly, proving nostalgia has enduring resale value.

Reinvention Through Collaboration

While many brands struggle to keep a legacy piece relevant, Fendi has mastered the art of evolution. The Baguette has been reinterpreted through countless lenses—from the Fendace show with Versace, where it appeared in gilded baroque prints, to the 25th-anniversary New York show in 2022 that featured collaborations with Marc Jacobs, Tiffany & Co., Sarah Jessica Parker, and Porter-Yoshida & Co.

Each partnership honored the original design while reframing it for new audiences: Marc Jacobs blew it up to oversized proportions, Tiffany rendered it in sterling silver, and SJP dipped hers in pastel sequins. These weren’t mere redesigns; they were love letters to the Baguette's legacy.

The Baguette’s Role in the “It Bag” Era

Before the Baguette, designer handbags were often subtle—timeless, yes, but not pop phenomena. The Baguette changed that forever. It became the first true “It bag,” setting the precedent for every must-have that followed: the Dior Saddle, the Balenciaga City, the Chloé Paddington, and countless others.

Its success showed brands that a single silhouette, tied to emotion, exclusivity, and narrative, could drive global desire. In other words, the Baguette didn’t just participate in the “It bag” era—it invented it. And doing so long before the world of social media proves just how special this little bag is.

From Nostalgia to Investment

Today, early-2000s Baguettes are among the most coveted pieces in the luxury resale market. Sequined and embroidered versions—once priced around $1,000—can now cost multiples of that on platforms like The RealReal or Fashionphile. Rare artist editions, especially those with early Fendi Roma markings, have become collectors’ trophies.

Meanwhile, new versions continue to hold their value, thanks to Fendi’s tight control over production and seasonal variety. The Baguette embodies the perfect balance between artistry and asset. They are wearable yet whimsical, and always investment-worthy.

Why The Baguette Still Matters

What keeps the Baguette relevant isn’t just nostalgia—it’s also its adaptability. It’s appeared in mini and nano sizes, on men’s runways, in mirrored metallics and hand-stitched Selleria leathers. It represents Fendi’s unique fusion of Roman craftsmanship and modern irony.

In an industry that cycles through trends faster than ever, the Baguette endures because it’s both instantly recognizable and endlessly reinventable. Every season, it proves that true luxury isn’t about reinvention for reinvention’s sake—it’s about relevance.

The Legacy

A quarter-century on, the Fendi Baguette isn’t just a relic of Y2K glamour. It’s proof that great design, when layered with storytelling and personality, easily becomes timeless.

It taught us that a bag can be art. That fashion can be emotional. And that sometimes, the smallest accessory can leave the biggest mark.