The bag made its debut at the brand’s spring 2025 runway show, which was inspired by the 1920s and was Kim Jones’ last show for the Roman house.
The Fendi Mamma Baguette sculptural installation. COURTESY OF FENDI
LONDON — Fendi is turning its space at Selfridges pale pink to mark the launch of its Mamma Baguette bag.
A sculptural installation featuring three sizes of the bag piled on top of each other in light pink, gray and pale blue will be on display until Sunday. The three bags match the pale interiors, which also feature illustrations and columns for displays.
Customers will have the opportunity to customize their Mamma Baguette bags with letters and symbols at the accessories minibar.
Fendi, spring 2025 Giovanni Giannoni/WWD
The bag made its debut at the brand’s spring 2025 runway show, which was inspired by the 1920s. It was Kim Jones’ last show for the Roman house before his departure was announced in October last year.
The Mamma Baguette still retains codes from the original Baguette bag, but the newer model is softer. It’s made from napa leather and can be worn as a crossbody bag with an adjustable leather strap.
Fendi, spring 2025 Giovanni Giannoni/WWD
The Fendi Baguette bag was introduced by Silvia Venturini Fendi in 1997 inspired by Parisians carrying baguette bread loaves under their arms.
The Baguette became a hit after Carrie Bradshaw carried it in the original HBO series “Sex and the City.”
“This isn’t a bag, it’s a Baguette,” she pleads to a robber in Season Three of the series. Also in the series, when the opportunity arises for her to buy an apartment, she comes to the conclusion that she’s going to be “homeless. I’ll be a bag lady. A Fendi bag lady, but a bag lady.”
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