The Fendi Bag – The Most Recognizable and Profitable Product of the Last 20 Years

If you’re a bag lover, chances are you own at least one fendi bag. It’s no surprise the brand is a household name, and has been lauded for its design prowess by fashion editors and celebrity fans alike.

The Italian luxury fashion house has long been associated with leather goods, fur (which was modernized under the guidance of Karl Lagerfeld), ready-to-wear and shoes. But the fendi bag is the brand’s most recognizable and profitable product of the last 20 years. It was created in 1997 by Silvia Venturini Fendi, granddaughter of the Fendi House founders Adele and Edoardo and Creative Director of Accessories at the time. The oblong purse is named after the French bread called baguette, with the strap designed to be tucked under the arm when hanging from the shoulder.

Its success paved the way for other designs to follow, such as the Peekaboo, and the brand has since released more than 1,000 styles. The Baguette and Peekaboo have been reinterpreted in many ways, including with embroidery, sequins, raffia, and other materials. Prized by celebrities, models and A-list actresses around the world, these bags have also made their way into pop culture – with Sarah Jessica Parker’s Carrie Bradshaw getting her divine purple sequined Baguette stolen during a stickup on a NYC street being a standout moment.

The bag’s artisanal prowess has been celebrated by Venturini Fendi, who launched the FF woven line in 2008 to celebrate the company’s century-old heritage. The collection features everything from the ’90s classic oblong Baguette to contemporary styles like the structured trapezoidal Peekaboo, as well as trendy Mon Tresor bucket bags and whimsical FF graffiti bags.

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