It's not a bag, it's a Baguette! The History of the Fendi Baguette
Fendi has introduced many iconic bags, including the Peekaboo, the Sunshine Shopper, and the Kan I, but none gained quite as much pop culture fame as the Baguette. This sleek, compact shoulder bag became a sensation in the early 2000s, thanks in part to its countless appearances in Sex and the City, where it was a staple in Carrie Bradshaw’s wardrobe. In one unforgettable scene, Carrie, lost in New York, unknowingly stumbles into a mugger who demands, “Give me your bag.” Confused, she instinctively corrects him, saying, “It’s a Baguette” cementing the bag’s legendary status in fashion history.
The Fendi Baguette was introduced Silvia Venturini Fendi, who drew inspiration from the way women carried French baguettes tucked under their arms. Designed as the perfect shoulder bag, its sleek, compact shape allows it to sit effortlessly under the arm, combining practicality with a chic, statement-making appeal. 
As Sex and the City skyrocketed in popularity, more fashion brands eagerly lent their bags to the show, recognizing its influence in shaping the culture of modern women embracing luxury while working normal jobs. It reinforced the idea that while luxury isn’t cheap, it is attainable, an ethos that continues to resonate today. So much so that even Netflix is reviving the series, set to introduce a new generation of fashion lovers, Gen Z, to its iconic style when it premieres on April 1, 2025.
Shop an affordable pre-loved Fendi Baguette bag
However, the Fendi Baguette’s immense popularity also led to an influx of counterfeits, prompting the brand to discontinue it for a time in an effort to regain control. Yet, even during it's absence, demand for the bag never waned, and it became one of the most sought-after pieces in the preloved market, solidifying its status as a timeless fashion icon.
Although the Baguette was discontinued, Fendi kept its legacy alive in 2014 with the launch of the My Baguette app, allowing fans to creatively engage with the iconic bag in a digital space. The app offered endless customization options, letting users design their own virtual Baguette and share their masterpieces in the app’s gallery or on social media. While the designs remained digital, once a month, Silvia Venturini Fendi would select a standout creation as the Baguette of the month, though this honor didn’t come with the promise of actual production. Despite this, the app was a testament to the bag’s cultural significance and the brand’s innovative approach to keeping it relevant.
In 2019, Fendi officially relaunched the Baguette, keeping its signature silhouette intact while introducing fresh reinterpretations. The brand experimented with new textures, colors, and embellishments, but remained true to the bag’s original structure and iconic FF logo magnetic buckle.
Shop an affordable pre-loved Fendi Baguette bag
A year later, in September 2020, Kim Jones was announced as the Artistic Director of Fendi’s womenswear collection. To honor the Baguette’s 25th anniversary, he staged a special show during New York Fashion Week, collaborating with Marc Jacobs, Tiffany & Co., and Porter. The event celebrated the bag’s legacy by showcasing various innovative iterations. “I didn’t want to do a traditional ‘collection’ for the anniversary. Rather, it’s a celebration of a time, of the moment the Baguette became famous,” Jones shared ahead of the show (Vogue).
However, after four years, Jones stepped down as Fendi’s Creative Director of womenswear and couture on October 11, marking the end of his tenure with the luxury house.