The Comeback of This '90s Designer Bag Has Fashion Enthusiasts Talking

      When a well-known philosopher coined the phrase "history repeats itself," he likely wasn't alluding to the designer bags we would carry in 2025. Yet, here we are, talking about the comeback of Fendi's iconic and cherished Mamma Baguette, which—after 28 years—is once again showcased by your favorite fashion influencers, reseller platforms, and mood boards, and it seems set to continue its resurgence. Over the years, the Mamma Baguette has taken on various forms, appearing in a multitude of prints, textures, silhouettes, and colors—or so we believed. Fashion insiders thought they had seen everything—until the bag was reinterpreted in a soft, modern style that has made its debut on the spring 2025 runways, celebrating the luxury fashion house's century-long legacy. The new Mamma Baguette retains the essence of the original with its luxurious, buttery-soft nappa leather, a drawstring closure, and an important under-the-arm design. Naturally, Fendi focused on the details, and so will we.

      Whether you desire a classic bag or a seasonal piece to complement your spring outfits, the Mamma Baguette is guaranteed to occupy your thoughts. In this relaunch, Fendi moved away from bold prints and striking colors in favor of a refined and timeless color palette featuring soft greens, pinks, and grays—certain styles even showcase a hand-embroidered sequin or beaded Fendi flower bouquet motif. Moreover, we must mention the black python style that is already selling out. Offered in small, medium, and large sizes, the Mamma Baguette is both practical and fashionable. Don't be misled by its small dimensions; it can still accommodate all your daily essentials, and you can carry it by hand or across your body using the adjustable leather strap.

      This wouldn’t be a Who What Wear feature without a street style moment. Inspiration for styling is never far away, as our peers are adept at discovering archival treasures and making them contemporary. The Fendi Baguette appears to transcend time, remaining relevant regardless of the trends. Our beloved fictional, curly-haired New York City columnist and fashion icon deserves recognition for showcasing her Baguette collection on our screens during the '90s and 2000s. When the purple sequined bag was first introduced, we couldn't help but wonder whether this Y2K classic would endure. Fast-forward 28 years, and it has evolved into an heirloom that will never be discarded. Trust us—even the boldest versions withstand the test of time.

      To fully grasp the significance of this bag, one must appreciate its background. The Mamma Baguette (the "mother" of the brand's famous Baguette style) emerged in the late '90s as a tribute to Fendi's founder and matriarch, Adele Casagrande Fendi. This larger version was created by Silvia Venturini Fendi in 1997 specifically for shoulder wear. Its rectangular shape, flap closure, and FF logo buckle were standout features, but its spacious and comfortable design distinguished it from other baguette bags. Various sizes of the Baguette have appeared on runways over the years, and they seem poised to continue their prominence in spring 2025. When people stop you on the street to compliment your bag, don't hesitate to remind them that it isn't just any bag—it's a Mamma Baguette.