Inside the 2022 comeback of Y2K's favorite It-bag, the Fendi Baguette:
, who was inspired by French women and wanted to create a purse that could be held like a loaf of bread under the arms. But it is the bag’s versatile rectangular shape, recognizable double F-logo clasp, and a wide variety of colors, textures, and materials that cemented its popularity as one of Y2K’s most iconic handbags.
Fashion commentator and jewelry designer Carla Rockmore remembers the bag at the height of its popularity. Back in the late ‘90s and early ‘00s, she says that “everybody under the sun tried to knock [Fendi Baguette bags] off.” She adds, “I remember thinking at the time, ‘Gee, this bag is becoming a canvas, almost a moniker of your style.'"
And though the Baguette’s It-status waned for a few years — as handbags like the Louis Vuitton Pochette, Balenciaga City, Celine Luggage, and Saint Laurent Sac Du Jour skyrocketed in popularity — Fendi re-issuance of the style in 2019 inspired a second coming. When re-introducing the purple sequin version, which was first launched in the house’s fall 1999 collection and popularized by, Fendi tapped no other than Sarah Jessica Parker, who played Bradshaw, for the ad campaign.
, in a scene from Season 3, when Bradshaw gets robbed and corrects the mugger, saying: “It’s a Baguette.” Three years after the commercial aired, photos
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