The It Bag Chronicles: Fendi’s Iconic Baguette

Described by Vogue as “that totemic accessory that announced you were the owner of all that was desirable in the world”, the It bag is the ultimate fashion status symbol. While the term originally described high-priced, best-selling handbags that dominated for a season or two, a select few have transcended trend cycles to reach iconic status. Chief among them is the Fendi Baguette.

The Baguette is often credited with sparking the It bag phenomenon. Designed in 1997 by Silvia Venturini Fendi of the renowned Italian fashion house, it was intended to be tucked neatly under the arm, just like a French baguette. Its compact proportions and sleek silhouette made it instantly covetable — more than 100,000 bags were sold in its first year alone.

What truly catapulted the Baguette into pop culture history, however, was a moment in Sex and the City. In Season 3, Episode 17, Carrie Bradshaw is mugged for her handbag, only to correct her assailant with the now-famous line:

Mugger: “Gimme your bag.”

Carrie: “Uh... it’s a Baguette.”

With that, the Fendi Baguette became more than a fashion accessory — it became a cultural touchstone. From sequins and embroidery to limited editions and customisable kits, Fendi has continued to reinvent the Baguette over the decades.

A resurgence came in 2019 with the #BaguetteFriendsForever campaign featuring Sarah Jessica Parker and influencer Caroline Daur. In a knowing nod to the show that made the bag a household name, Parker reprises her role as Carrie Bradshaw, telling Daur, “Oh, this isn’t a bag. It’s a Baguette.” The campaign reintroduced the bag to a new generation, igniting another wave of popularity and sparking a renewed interest in vintage models.

 Fendi Leopard Print Mini Baguette.

Buying the Baguette

The appeal of It bags lies in their scarcity. Often released in limited runs, many come with waiting lists and hefty price tags. While their trend appeal may fade after a few years, truly iconic bags, like the Baguette, cycle back into fashion again and again.

This makes the secondary market a smart destination for fashion collectors. At auction, these bags are often available at more accessible price points, particularly if bought just before they swing back into fashion. Whether you’re a seasoned buyer or just starting your collection, auctions offer a unique chance to acquire timeless pieces with lasting appeal.

Lot 298. Fendi Baguette Grande Maxi Convertible Bag. Sold for £525. Designer Handbags & Fashion, 26th February 2020. 

Interested in the value of your designer handbag or fashion accessory?

Get in touch with Popsy Kundi, Head of Designer Handbags & Fashion, for a free and confidential valuation. We are currently welcoming consignments for upcoming sales. You can also submit details and images through our Online Valuation Form.