Fendi Just Reinvented The Baguette Bag ‘For Him,’ And It’s All We Want To Carry

18 July 2019
Models Marc Forné, Leo Mandella and Nasir Dean
Image: Fendi

Models Marc Forné, Leo Mandella and Nasir Dean

For AW19, Silvia Venturini Fendi reconfigured one of her most iconic designs for the Fendi man.

Silvia Venturini Fendi is best known as the creative director of menswear at Fendi. But the designer also oversees accessories at the Italian house – a post that led her to conceive the famous 'Baguette' bag for women in 1997.

Designed to be tucked and carried breadstick-style beneath the wearer's arm, the ‘Baguette’ has received many updates since Venturini Fendi dreamt it up some 20 years ago. But none have been quite as dramatic as the transition it underwent for AW19.

Fendi Just Reinvented The Baguette Bag ‘For Him

Made in collaboration with Japanese luggage brand Porter, the new 'Baguette' can be worn in a multitude of ways, including over the shoulder and around the waist. You can even stack multiples to create the illusion of a utility vest, should your personal transportation and/or bread-smuggling duties call for extra baggage.

To celebrate the launch of this boyish ‘Baguette’ Fendi have released a film starring models Marc Forné, Leo Mandella and Nasir Dean.

The video transports us from Fendi’s menswear pop-up store in Milan to a world illuminated by hypnotic neon lights. Here, Forné, Mandella and Dean experiment with different ways to wear the ‘Baguette’, succeeding in making us want to do the same.

Today, Fendi have expanded on the original, making way for mini Baguettes and maxi Baguettes as well as the regulars. In homage to the late creative director of Fendi women’s Karl Lagerfeld, there’s even one printed with one of the late designer’s illustrations. The Fendi ‘Baguette’ has been a fashion icon since its inception in ’97 but this is the first time Fendi have pitched it to men, a move that follows a noticeable trend across the fashion world of blurring norms.

A huge part of this shift is coming from Gen Z, a generation that’s leading the charge away from traditional tropes while emerging as luxury fashion’s most lucrative market.

Fendi Just Reinvented The Baguette Bag ‘For Him

Versatile in both function and application across a broad cultural spectrum, the man-bag has long been a statement piece, and its reprisal can be seen hanging from the shoulders of all sorts of men, not just the fashion-forward crowd.

And by ushering the ‘Baguette’ into its menswear lexicon, Fendi are well and truly leading the charge. An act of pure expression, the bag – in all its variations – is a unique blend of craftsmanship and innovation. And we’re here for it.


Via GQ Australia