This feature is in the December '22 "The Creators" Issue. Click here to subscribe.

Fendi clothing and accessories, fendi.com Photographed by Johnny Dufort Styled by Ellie Grace Cumming

Fendi clothing and accessories, fendi.com Photographed by Johnny Dufort Styled by Ellie Grace Cumming

“It was a special day when I designed this bag; the stars aligned,” says Silvia Venturini Fendi, artistic director of accessories and menswear at Fendi. “The horoscope said it was a Fendi day.”

Fendi clothing and accessories, fendi.com Photographed by Johnny Dufort Styled by Ellie Grace Cumming

The bag the designer is referring to is the Fendi Baguette. It’s not a major exaggeration to say that its inception in 1997 flipped the fashion world on its head. The beauty of the Baguette, named after the way it hangs like the classic French bread under the arm when carried, is in its campiness.

Fendi clothing and accessories, fendi.com Photographed by Johnny Dufort Styled by Ellie Grace Cumming

From its name origin that triggers the delectable scent of a boulangerie to its versatility (it can easily transition from day to night and comes in a kaleidoscopic array of colors and patterns), the accessory is as fun and flirty as it is chic and functional. As Sarah Jessica Parker’s Carrie Bradshaw famously said on Sex and the City:“This is not a bag—it’s a Baguette.”

Fendi clothing and accessories, fendi.com Photographed by Johnny Dufort Styled by Ellie Grace Cumming

Twenty-five years later, the Baguette remains a coveted staple that decorates the closets of sartorial die-hards of all generations worldwide. So naturally, Fendi is keeping its anniversary as vibrant as the purse itself.

Fendi clothing and accessories, fendi.com Photographed by Johnny Dufort Styled by Ellie Grace Cumming

The celebrations kicked off during New York Fashion Week in September, where Fendi held a tribute fashion show that showcased collaborative collections from Kim Jones and Venturini Fendi at Fendi (which highlighted the purse’s utility), Japanese luggage brand Porter (which paired masculinity with its signature Japanese craftsmanship), Marc Jacobs (which captured an edgy NYC essence), Tiffany & Co. (which reimagined the purse with the precious use of sterling silver, enamel, croco, white gold and diamonds in the hue of Tiffany Blue) and Sarah Jessica Parker (who embroidered hers in candy-colored degrade sequins).

Fendi clothing and accessories, fendi.com Hair by Benjamin Muller at MA World Group Makeup by Hiromi Ueda at Art Commerce Set Designer: Julia Wagner Casting Director: Shelley Durkan Models: Zya Taylor at Ford Models, Lucy Fletcher at Savalas Models, Mathilda Gvarliani at Next Model Management, Ahmed Richards at BRI’GEID Agency, Finn Doering at Click Models Management, Maca Maria Escobar, Yang Hao and Abény Nhial at Elite Model Management, Ava Christian at Mother Model Management Photographed by Johnny Dufort Styled by Ellie Grace Cumming

“I didn’t want to do a traditional ‘collection’ for the anniversary. Rather it’s a celebration of a time, of the moment the Baguette became famous,” says Jones, artistic director of couture and womenswear at Fendi. “I relate that time to a sense of freedom in excess and fun—both qualities the Baguette possesses.”

Fendi clothing and accessories, fendi.com Hair by Benjamin Muller at MA World Group Makeup by Hiromi Ueda at Art Commerce Set Designer: Julia Wagner Casting Director: Shelley Durkan Models: Zya Taylor at Ford Models, Lucy Fletcher at Savalas Models, Mathilda Gvarliani at Next Model Management, Ahmed Richards at BRI’GEID Agency, Finn Doering at Click Models Management, Maca Maria Escobar, Yang Hao and Abény Nhial at Elite Model Management, Ava Christian at Mother Model Management Photographed by Johnny Dufort Styled by Ellie Grace Cumming

Fendi also released a new book, Hand in Hand, that is named after its couture initiative. Launched in 2020, the initiative supports Italian craftsmanship by enlisting local artisans to reinvent the iconic Baguette. In turn, the book celebrates the work of 30 artisans.

Fendi clothing and accessories, fendi.com Hair by Benjamin Muller at MA World Group Makeup by Hiromi Ueda at Art Commerce Set Designer: Julia Wagner Casting Director: Shelley Durkan Models: Zya Taylor at Ford Models, Lucy Fletcher at Savalas Models, Mathilda Gvarliani at Next Model Management, Ahmed Richards at BRI’GEID Agency, Finn Doering at Click Models Management, Maca Maria Escobar, Yang Hao and Abény Nhial at Elite Model Management, Ava Christian at Mother Model Management Photographed by Johnny Dufort Styled by Ellie Grace Cumming

The luxury Italian house later opened up a pop-up shop in New York City’s Soho (which runs through Dec. 23) where visitors can experience a variety of Baguettes that are crafted in denim, shearling, silk satin, sequins, embroidery, leather and more.

But it doesn’t end with just the bag: The accessory has come to life in the house’s collection, inspiring the designs of parkas, gloves, hats, skirts, sweaters, gaiters and footwear (including the Baguette Match hightop sneaker and a sequin Colibri heel).

“I’ve got one word: Fendiroma. And it is one word! It is another land, this Fendiroma,” says Marc Jacobs, creative director and founder of his eponymous brand. “And I’ve got two words: the Baguette. It’s a bag—and I am never one to shy away from an iconic bag.”