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Exclusive: Fendi Relaunches A Classic — The Baguette

By Guan Tan

 
Fendi Baguette Relaunches

Designed by Silvia Venturini Fendi in 1997, the baguette-shaped handbag is set for a comeback this year. Here, new designs of the Baguette reissued this year.

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Fendi Baguette Relaunches

The Italian house of Fendi tapped 12 influencers for three videos shot across Shanghai, Hong Kong, and New York. Pictured here, the Shanghai episode was released on 23 January 2019, featuring Chinese actresses Zhuo Tan, Qiao Xin, and influencers Yu Wei and Yoyo Lu.

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Fendi Baguette Relaunches

The second episode follows (from left) Korean DJ Peggy Gou, Taiwanese DJ Dizzy Dizzo, Singapore-based influencer Yoyo Cao, and Japanese model Hikari Mori around Hong Kong.

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Fendi Baguette Relaunches

The story begins at a teahouse where Hikari Mori realises that she'd misplaced her Baguette.

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Fendi Baguette Relaunches

The four ladies sprung into action, tracing back their steps in search of Mori's handbag.

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Fendi Baguette Relaunches

When a man approaches them to ask if they were looking for a bag, the group retorts: It's not a bag. It's a Baguette.

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Fendi Baguette Relaunches

The 2019 reissues of the Baguette include small Baguettes with chain (S$2,950) and regular-sized Baguettes (S$3,750).

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Fendi Baguette Relaunches

From top down: a regular-sized Baguette with red velvet FF monogram (price unavailable); a large denim Baguette (S$3,390) and a black leather regular Baguette (S$4,350).

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Fendi Baguette Relaunches

Regular Baguettes with Fendi's FF monogram (all S$3,750).

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Fendi’s Baguette handbag is set for a global relaunch.

The handbag was first introduced by Silvia Venturini Fendi in 1997. Back then, she had in mind a bag different than any other — it was to be small, flat, but long like a roll of baguette. It was, too, to have a short handle so wearers could hang it off their arms or shoulders conveniently and keep their hands free. 

Fendi’s design was initially met with disdain. People told her it was too small and impractical, and they doubted it will gain any traction. Fendi pushed on and the Baguette quickly found a following. It reportedly commanded a waiting list of shoppers. 

Over the decades, the Baguette waxed and waned with the flow of fashion trends.

In 2012, the 15th anniversary of the Baguette, the house issued new Baguette designs in a limited run. A 344-page book titled “Fendi Baguette”, published by Rizzoli, was released alongside the celebrations. 

This year, the Baguette is set for comeback. The house of Fendi engaged 12 influencers to shoot three video campaigns across Shanghai, Hong Kong, and New York.

The story begins in Shanghai's luxury retail complex, the IAPM mall, where a star-studded group of four girlfriends were shopping. In the Fendi flagship store, Chinese actress Zhuo Tan discovers a series of new Baguettes sitting on the shelves. "Hey Yoyo! Look at this," she excitedly calls out to fashion influencer Yoyo Lu. The ladies' excitement caught the attention of fellow Chinese actress Qiao Xin and influencer Yu Wei. Together, the four of them grabbed the handbags off the shelves, bought them, dressed up, and went on a girls' night out. Yet, they found themselves stuck when the security at the club asked to have their bags checked. Zhuo then snaps back at him, "This is not a bag. It's a Baguette!" 

In the second instalment, which unveils today, the Baguette story continues in Hong Kong. At a yum cha session, Japanese model Hikari Mori realised that her Baguette was missing. Her girlfriends, Taiwanese DJ Dizzy Dizzo, Singapore-based influencer Yoyo Cao, and Korean DJ Peggy Gou sprung into action, retracing their steps around Hong Kong, questioning passerbys in search of Mori's handbag. Finally, a man approaches the group, asking "Are you ladies looking for a bag?" 

"This is not a bag. It's a Baguette," they corrected him in unison. 

The final New York instalment is due to be released in the week ahead.