Who designed the Baguette bag for Fendi?

Silvia Venturini Fendi designed Fendi’s Baguette bag. She created the iconic handbag in 1997 while serving as the house’s accessories artistic director and co-designer of its women’s line.

The Baguette was deliberately compact and designed to be carried under the arm, like the French bread that inspired its name. Its small proportions contrasted with the large, practical totes popular in the 1990s, while its adaptable shape supported countless fabrics, colors, embellishments, and collaborations.

The design became a defining “It bag” after appearing on Sex and the City, particularly through Carrie Bradshaw. A famous scene helped establish the phrase “It’s a Baguette,” turning the accessory into part of popular culture rather than merely a luxury product.

Kim Jones and Karl Lagerfeld are associated with important Fendi creative roles, but neither designed the original Baguette. Lagerfeld created Fendi’s double-F logo and led its fur and ready-to-wear direction; Venturini Fendi was the designer behind this handbag.