Director of men’s fashion and accessories and 3rd generation member of the Fendi dynasty, Silvia Venturini Fendi likes to disobey and go above and beyond what’s expected of her. Full of surprises and with an iconoclastic invective, she invented the Baguette in 1997. The very first “It bag”, it aroused desire and created waiting lists in stores for the first time. It seduced with its against-the-grain design in an era devolved to minimalism and a black nylon trend. Ever so small, it was only made to house keys and money when cell phones were only in their beginning stages. The Baguette by Fendi wasn’t a bag loved for its functionality, but for the spirit of fashion and avant-gardism with which it radiated. Initiating a new way to wear the bag on the shoulder, leaving the hands free, the Baguette can be carried under the arm like the French bread it takes its name from. But the designer still had to struggle to keep this smart new look alive, since stores originally didn’t want to sell it. She spent hours on the phone trying to convince the buyers.
Without participating in runways and presented exclusively in showrooms for two seasons now, this “timeless” bag has been released in an infinity of colors, adornments, and textures at one time or another as well as boasting limited editions offered by Damien Hirst, Jeff Koons, or Richard Prince. More than 700 styles in all allow each personality to find the perfect bag for them, right up to the newest version, the Be Baguette. The only thing left of its predecessor is its shape, its smaller size, and the identifiable logo clasp, while a long chain and a front pocket are added for today’s smartphones. Since become a signature of the brand, the Be Baguette opts for a new formula, embroidered with multicolor raffia. It keeps the nonconformism and anti-bourgeois image born from the artistic valor initiated by Fendi upon its creation in 1925, all while mixing the idea of a chic and expensive bag with recycling and hand embroidery this Spring/Summer 2014, bringing a solidary quality to the bag’s image. Could raffia be a new nonconventional material? Designer Tsumori Chisato tackled this question head on, just like Paul Ka, who released it in more neutral tones. Fendi is once again front and center in a long line of inventions of the era, still maintaining their typically facetious attitude.
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