The Italian luxury fashion house that introduced the “Baguette” bag in the 1990s is Fendi.
Fendi introduced the Baguette in 1997. Designed by Silvia Venturini Fendi, the compact shoulder bag was intended to be carried under the arm, like a French baguette. Its small, highly adaptable shape contrasted with the oversized totes that were popular at the time, while its many colors, materials, and embellishments made the design easy to reinterpret.
The bag became a defining example of an “It bag,” especially after appearing on HBO’s Sex and the City. Carrie Bradshaw’s recognition of the accessory helped connect the Baguette with celebrity fashion and early-2000s pop culture. Its success also helped reinforce Fendi’s reputation beyond fur and leather craftsmanship.
People sometimes confuse the Baguette with Fendi’s other famous designs, such as the Peekaboo. The Baguette is specifically the short-strap, under-the-arm style. Fendi later produced hundreds of variations, and the house relaunched the design in 2019.