When one thinks of the house of Fendi, the silhouette and vision of the Baguette bag are never far behind. The pop culture reference that sparked it all lives on forever—who could forget Sex and the City’s Carrie Bradshaw famously getting mugged, only to defiantly tell the assailant that it wasn’t just any bag—it was a Baguette? One look at the piece and it’s not hard to see why it’s a bag after a woman’s heart.
First introduced in 1997 by Silvia Venturini Fendi, the Baguette’s name instantly conjures an image—an elongated, soft shape designed to be carried with the same nonchalant ease as an actual loaf of bread. Now, as Venturini Fendi comes full circle with her vision for the house—having just creative-directed the brand’s Milan fall/winter 2025 show to an outpouring of love and support—it stands as a testament to her enduring aesthetic, effortlessly cultivated across decades.
A prime example of this is the reintroduction of the Mamma Baguette. First conceptualised in the late ’90s as an ode to the brand’s founder and matriarch, Adele Casagrande Fendi, the bag features all the iconic cornerstones of its smaller version, just in a bigger make. The overlaps include the silhouette of the bag, a stylish-yet-secure flap closure, a design that can be carried on the shoulder and, of course, the emblematic FF logo buckle.
It exudes a different aura too. While one might imagine the standard Baguette as something to carry with a sense of laissez-faire across the chest or hip, the Mamma Baguette suggests a day-to-night versatility anchored by the business of the every day. Of course, it has all the elements to make it work. While it has seen many iterations over the years, the spring/summer 2025 version of the bag comes with the trappings of its original house codes but with a modern edge. For the new season, expect delectably supple nappa leather with a practical drawstring closure as well as a leather injected FF logo buckle.
As historically seen with various designs of the Mamma Baguette, you can also choose from different sizes to ensure that it fits not just your look but your everyday needs. Ranging from small, medium and large, each size boasts a different sensibility. If you’re in the market for something slightly different when it comes to the Mamma Baguette, opt for the small iteration, which can be carried in hand or worn as a crossbody.
