fendi | the baguette’s comeback

Few bags in history have had a mugger stopped in his tracks. The Fendi Baguette has. In that iconic episode of ‘Sex and the City,’ Sarah Jessica Parker’s Carrie Bradshaw told him: “It’s not a bag, it’s a Baguette.” He backed down and twenty-something years later, with Parker herself back in a Fendi campaign, the line lands with the same force it always did – because nothing about the Baguette has ever needed defending. Under Maria Grazia Chiuri, who was part of the original accessories design team when the Baguette was first developed in 1997, the bag returns to its original style code, 26424, and to the slightly East-West silhouette that made it an instant icon of an era that was, ironically, doing everything it could to look minimal. The Baguette was never interested in that conversation, appearing in bold colour juxtapositions, experimental materials and a vivid craft. For Autumn/Winter 2026, Chiuri reimagined the shoulder bag in multiple inventive iterations: beading, paillettes, embroidery, animal prints, crackle leather and saddle stitching, all celebrating the house’s savoir-faire. Leopard arrived with floral embroidered inlays, while zebra came elevated with sequins and red beadwork trim. The Fendi Mamma Baguette returned in plush black fur, accompanied... Read more » The post fendi | the baguette’s comeback appeared first on Schön! Magazine.