Here’s How to Style the Fendi Mamma Baguette

When a famous philosopher coined the term “history repeats itself,” he probably wasn’t referring to the designer bags that would be hanging by our sides in 2025. But here we are, discussing the resurgence of Fendi’s iconic and beloved Mamma Baguette, which—after 28 years—is making its rounds again on the shoulders of your favorite fashion people, resell sites, and mood boards, and we’re bound to continue seeing it. The Mamma Baguette has taken many forms over the years, coming in every print, texture, silhouette, and hue you can think of—or so we thought.

Fashion insiders thought they’d seen it all—until the bag was reimagined in a soft, contemporary iteration that’s gracing the spring 2025 runways as homage to the luxury fashion house’s 100-year legacy. The new Mamma Baguette maintains the original bag’s DNA with luxe, buttery-soft nappa leather, a drawstring closure, and a crucial under-the-arm design. Of course, Fendi didn’t skip the details, so we won’t either.

Whether you want a classic bag or a seasonal one to accentuate your spring ensembles, the Mamma Baguette is bound to live in your head rent-free. In this relaunch, Fendi ditched the bold prints and daring colors for a sophisticated, timeless color palette of pale greens, pinks, and grays—and some styles have a sequin or beaded Fendi flower bouquet motif embroidered onto the body entirely by hand. And I can’t forget the black python style that’s already selling out. Available in small, medium, and large sizes, the Mamma Baguette is as functional as it is stylish. Don’t be fooled by the small size. It can still house all your everyday essentials, and you can carry it by hand or crossbody using the adjustable leather strap.

This wouldn’t be a Who What Wear story without a street style moment. We never have to look too far for styling inspo because our peers are experts at finding archival gems and making them feel current. As you can see, the Fendi Baguette transcends decades and dominates no matter the trend cycle. And our favorite fictional, curly-haired New York City columnist and fashion icon deserves some credit for bringing her Baguette collection to our TV screens in the ’90s and 2000s. When the purple sequined bag debuted, we couldn’t help but wonder if this Y2K staple would live on. Fast-forward 28 years, and it’s become an heirloom that will never wind up in the donation pile. Trust us—even its most daring iterations stand the test of time.

To truly understand this bag’s significance, you have to know the lore. The Mamma Baguette (the “mother” of the brand’s renowned Baguette style) was born in the late ’90s as a tribute to Fendi’s founder and matriarch, Adele Casagrande Fendi. This larger version was designed by Silvia Venturini Fendi in 1997 specifically to be worn on the shoulder. Its rectangular shape, flap closure, and FF logo buckle were key features, but its spacious and comfortable design set it apart from other baguette bags. Baguettes of all sizes have hit the runways over the past few decades, and it looks like they’ll continue to dominate in spring 2025. But when people stop you on the street to tell you they love your bag, don’t hesitate to remind them that it’s not just any bag—it’s a Mamma Baguette.