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90’s bags


The 1990s held many definitive bag moments, but few experienced their own pop culture moment as monumental as the Fendi Baguette.

Launched in 1997, a time where many were still toting Prada’s practical backpack, this petite pochette offered a different, totally new silhouette. Designed to be slipped neatly under the arm, just like its namesake French loaf, the Fendi Baguette may have been small, but it was designed to make a statement – the supersized FF clasp made sure of that.

Where Prada’s equally iconic backpack was loaded with functionality, the Baguette’s trump card was fantasy – just as Carrie Bradshaw paired hers with tutus and Jimmy Choos, the Baguette was exclusive, fanciful, and largely aspirational. It wouldn’t see you through a lengthy day in the office, but it would take you out for martinis at 6pm.

Spotted on the arms of Naomi Campbell and Madonna (and a regular on the small screen thanks to a recurrent role in Sex and the City), the Baguette was perhaps the first bag that a generation of women were willing to spend more than their rent on. The It bag had been born. Demand quickly outstripped supply, leading to lengthy waiting lists, and since 1997 over 1000 different iterations have been created – testament to the staying power of this revolutionary silhouette.


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