The return of the Fendi Baguette

It was 1996 and a young woman named Silvia Venturini Fendi marked that year with a new chapter in the history of fashion designing a bag different from all the others, the first real it-bag: the Fendi Baguette.

This icon of womenwear owes its name to the famous French bread that is carried under the arm and its birth to an artist, the one who, in the middle of the Prada-minimal period of the 90s, went against the requests of the marketing office that wanted a new "minimal" bag. With originality Silvia Venturini Fendi designed a product that would satisfy the team with its simple form, but followed its creative instinct experimenting with leather, fabrics, applications and baroque decorations.

"I felt that minimalism was about to end and the alleged vocation to clean lines had turned into boredom"

So the Fendi Baguette was born, "the first bag that you really wore over your heart", designed in three different sizes - mini, medium and maxi - cult phenomenon thanks to the television series Sex and the City and consequent object of the desire of every woman on Earth since the 90s. On the occasion of the FW 1997-98 fashion show, Baguette made its debut on the catwalk and from there it was all downhill: Fendi knew the concept of limited edition, the production was much lower than the demand and sold out were recorded in the store in only one morning.

The phenomenon went to invest and influence not only the subsequent collections but also the celebrities: from Madonna who after its launch bought three of them in a single day to today's fashion icons such as Gigi Hadid or Rihanna. The Fendi it-bag, in fact, continues to be a must have even today, an object wrapped in an enchanting and seductive aura of history mixed with vintage that transforms it into that accessory that will never go out of fashion.

Today, not only the Baguette returns to the catwalk during the SS19 but it also becomes the protagonist of a new project: #BAGUETTEFRIENDSFOREVER. Three mini videos set in Shanghai, Hong Kong and New York, that celebrate the iconic Fendi product and the union between the women that a bag manages to create. The first episode, entitled The Baguette is back starring the actresses Tan Zhuo and Qiao Xin, together with influencers Yu Wei and Yoyo, shot while, at the height of their shopping, they are dazzled by the beauty of an exposed Fendi Baguette. Each one buys one, there are those who prefer the total pink version with jewel details, who opts for the classic double F logo model. Each one has its own because the Baguette is for everyone.

 “This is not a bag, it’s a Baguette!”