To understand the rebirth of the baguette trend, we must look back at the origins of the baguette. The concept of a baguette was created in 1997 by Silvia Venturini Fendi. She created a small rectangular bag that was meant to be used as a casual under-the-arm bag. This was a radical departure from the large tote bags that had previously dominated 90s fashion. The Baguette was catapulted to iconic status when Carrie Bradshaw declared it wasn’t just a bag; it was “a Fendi baguette” in a memorable 2000 episode of Sex and the City. Within short order, every girl with disposable income or access to Canal Street knock-offs had to have one tucked under her arm. By the mid-2000s, the style had trickled down to every mall store in America. Limited Too and Claire’s sold small purses with rhinestones and questionable phrases. Coach created monogrammed versions that suburban moms and daughters fought over. Paris Hilton never appeared in public without some iteration dangling from her bony elbow.
Then, like all ubiquitous trends, it died. Overexposed and the merciless fashion pendulum swing killed the baguette. Relocated to thrift stores and nostalgia-filled Instagram accounts documenting Y2K fashion disasters. We all moved on to large boho bags that could hold an entire days worth of supplies, to structured totes that said we were serious professionals, and to cross-body bags that allowed our hands to be completely occupied holding our iPhones in endless scrolling.
The baguette, however, became the symbol of dated and embarrassing – the fashionable equivalent of a lower-back tribal tattoo or overly plucked eyebrows. Something we all decided to collectively pretend never happened.
Now, fast-forward 20 years. Here we are – a professional fashion editor, watching with equal parts horror and fascination as the exact bag shape I once buried in boxes of old Y2K relics has become the hottest handbag silhouette among fashion insiders. The baguette – that small rectangle of fabric designed to fit nothing remotely useful — is back, baby, and ironically, not ironically. In a “Bella Hadid will not carry anything else” type of way.
So how did this happen? And more importantly, why am I starting to crave the same baguette shape I once mocked as the epitome of early-2000s fashion catastrophe?
Monica Chen, Accessories Director at a prominent fashion retailer explains, “This is the perfect example of the 20-year trend cycle. We’ve gone long enough since the early 2000s that Gen-Z does not associate the same level of embarrassment with these shapes as millennial women do. To them, it is a fresh and exciting look versus a cringe worthy one.”
That helps to explain why Gen-Z women are embracing this trend. But what about the rest of us – the women who vowed “never again” and are now willing to re-embrace the very same baguette shape we vowed to never see again?
Tyler Kim, Creative Director and Stylist for numerous A-list celebrities currently carrying vintage baguettes, provides insight. “There is something both nostalgically sentimental and practically appealing about these smaller bags. We have spent years lugging around large totes filled with anything we may possibly need, and then we realised, we mostly carry around our phone, wallet, and keys. The baguette is honest about what we actually need.”
In addition to the fact that many celebrities, particularly models and actresses, have begun to wear the baguette with an unusual sense of elegance, this trend has a significant impact on the way women view themselves. As Dr. Carolyn Mair, Fashion Psychologist notes, “Fashion is cyclical both aesthetically and politically. Women are returning to hyper-feminine accessories, which are typically associated with a time period when women felt pressured to dress in a manner that was perceived as more masculine or practical in order to be seen as serious.”
Dr. Mair continues, “The baguette represents a rejection of the notion that femininity and seriousness cannot coexist.”
Thus, for the women who participated in the initial baguette craze, embracing the baguette in 2020 requires a great deal of humility and humor. Recently, I found myself in the Fendi Store —for research purposes only, I swear — eyeing a purple sequined baguette that looked eerily similar to one I wore to a high school dance in 2004.
“The design you are referring to is a replica of a 2000 design,” the salesperson noted. “It has been extremely popular with our younger clientele.”
What is there to say about having your earliest fashion choices referred to as vintage? It is a peculiar sensation. Yet, I could not argue that the baguette looked remarkably modern when paired with the simple black blazer and jeans I was wearing – a far cry from the bedazzled outfit I paired with a similar baguette 20 years prior.
Jade Williams, Stylist for several celebrities currently participating in the baguette trend revival, suggests that the key to successfully incorporating a previous trend cycle into your wardrobe is context. “If you wear [a baguette] the same way you wore it 20 years ago, it looks like a costume. If you integrate it into your wardrobe, it becomes something new.”
This may explain why many women who were adamant that they would “never wear that again” (including myself) are tentatively adding baguettes back into their wardrobes. They are not pairing the baguettes with low-rise jeans and baby tees (although, that is another trend revival story altogether). They are pairing them with oversized tailored jackets, wide legged pants, chunky loafers, etc. All of which are decidedly 2020s.
If you are thinking about revisiting this trend, but are afraid you will appear to be wearing a costume from a “Y2K fashion disaster” themed party, Williams offers some practical advice.
“Choose a baguette in a solid colour or a discreet print instead of a version with a bold logo. Wear it with clean, modern pieces instead of piling on other Y2K trend pieces. Consider a baguette in a material that elevates it. A leather or suede baguette appears timeless whereas a canvas or velour baguette with a logo did not. ”
Authentic early-2000s baguettes are selling for two to three times the original retail price on the vintage market. However, the trend has also been democratized with a variety of price points available. For those interested in an affordable Y2K baguette experience, the resale market has many options. Small baguettes by Coach, Kate Spade, Dooney & Bourke, etc. that were once widely available in suburban malls are now available on Poshmark and ThredUp for under $100. Current season designer baguettes from Fendi, Prada, Gucci, etc. begin at around $1500 and skyrocket based upon the materials and embellishments used.
“This trend is unique because it is trending equally in both the luxury and mass markets,” states Chen. “Teenagers are buying $30 baguette-shaped bags at Urban Outfitters and fashion directors are purchasing four-figure vintage Fendi baguettes. The silhouette has widespread appeal.”
As for me, I have not purchased a baguette yet. I did find a small nylon mini purse from my “fashion memories” storage container. It was a plain black nylon mini purse that once held my Nokia phone and three Winterfresh gum sticks. Paired with a large boxy jacket and straight leg jeans, as opposed to its original mate (a truly hideous going out top I also found but quickly buried), it looked… strangely modern.
“We’ve gotten past the point of seeing anything from a previous trend cycle in isolation,” advises Williams. “When you pair it with modern, minimalist pieces, it becomes something new.”
Williams further explains, “Use the baguette as an unexpected contrast to your minimalist pieces. It adds an interesting visual element to an outfit. Use oversized silhouettes as a backdrop for a small baguette. It adds a nice contrast to your overall look. Use a baguette as a fun surprise in an outfit. It adds personality to your overall look.”
Williams concludes, “Ultimately, the key to wearing anything from a previous trend cycle is to give it a new perspective. It doesn’t have to be the same as it was 20 years ago. Give it a new spin and it can be relevant again.”
As I conclude this article, I am still hesitant to purchase a baguette. However, I did finally break down and purchase a vintage baguette from a local vintage clothing store. I paired it with a large, boxy jacket and straight leg jeans. The combination worked. It was a small victory. But I did it. And honestly, it was worth it.
For all the reasons discussed above, including the fact that the baguette is a great conversation starter, and the fact that it is a stylish and functional way to add a personal touch to an outfit, the baguette is worth considering. Whether you are a fashion risk-taker or simply someone who appreciates a well-crafted piece of history, the baguette is sure to bring a smile to your face.
And if you happen to find yourself in a similar situation as I did — questioning whether your formative fashion choices are truly a thing of the past — remember, it is okay to laugh at ourselves.
