An Iconic Fendi It-Bag From the Early-Aughts Is Back

Fendi celebrates its 100th anniversary this year, and the centennial celebration begins with its 1920s-inspired Spring 2025 collection. Debuting last fall during Milan Fashion Week to much fanfare, the collection melded romanticism with modernism, complete with an unmistakable air of Fendi Heritage.

That heritage included the return of an It-bag from the early aughts, which returns to the limelight 25 years later. Yes, we’re talking about the iconic Fendi Mama Baguette, which has been given a soft, squishy makeover just in time for Spring, and we are obsessed.

Introducing the Reinvigorated Fendi Mama Baguette

A tribute to the matriarch of Fendi, Adele Casagrande Fendi, the original Mama Baguette was born in the late 1990s. True to its name, it is a larger version of the original Fendi Baguette 1997, which was designed by Silvia Venturini Fendi.

While the Mama Baguette features distinct nods to the original Baguette 1997, like its rectangular body, flap closures, and defining FF logo buckle, the bag is entirely its own. The revival is softened and given a slouchy, of-the-moment vibe that complements its roomy interior.

Over the years, the Mama Baguette has been reimagined and transformed time and time again, cementing its place in modern handbag history, just like the original Fendi Baguette. Playing on Fendi’s centennial collection, which is a true dialogue of past and present, the revival echoes the bag’s distinct heritage codes with a modern, contemporary spin.

A Supple Take

Crafted from buttery, soft nappa leather, the new Fendi Mama Baguette is updated with a unique drawstring closure that adds a modern aesthetic feel and plays off the bag’s suppleness. The original FF buckle is given an elevated touch, inlaid with leather, which is an ode to Fendi’s craftsmanship and expertise in leather goods.

The Mama Baguette is available in three sizes: small, medium, and large. It arrives in a soft palette alongside novelty iterations that will delight Fendi collectors. Launching this February, get a look at the latest revival from the House of Fendi below and pre-order now via Fendi.