Here’s something to chew on: My etiquette coach once told me that the Duchess of Cambridge would never hold her handbag under her armpit. It’s considered uncouth. While standing still, the most polite way to carry a bag is, apparently, between your own two lobster claws and over your hoo-ha like a fig leaf. (Not a verbatim quote, but good enough to paint the picture.)

Fashion has never been one for manners, at least not the kind that shakes things up in this sometimes-stodgy business. Yet for years, purses have at least hung on shoulder straps long enough to appease the courts, or found homes between the palms of their owners’ hands down where everyone can see ’em. No funny business. Then in 1997, fashion’s Wild West, Silvia Venturini Fendi designed the baguette.

“This petite shoulder bag nestles under the arm as easily as the long, crusty French loaf from which it borrows its name,” wrote Laird Borrelli-Persson,’s Archive Editor, in a 2015 retrospective of the It Bag. She said the baguette was made famous by an appearance on Sex and the City. “Rumor has it that more than 100,000 were sold in the first year.”

“It was foolish,” she quoted of Silvia Venturini Fendi. “[A] treat, anti-functional. It was the first bag that was treated like a garment.”

Clutched under every important fashion armpit you could imagine, the iconic bag and its fellow armpit pals had a great run, but per my own calculations, around 2008, the baguette went stale. I suppose it was inevitable.

Luckily for Juicy Couture and low-rise jeans, 2017 is the year 2000’s official comeback committee, and with that comes the end of gluten-free purses. If you disagree, just wait. Slowly but surely, I guarantee, the baguette’s dough will soon begin to rise. (I could knead these puns all day, don’t tempt me with a bake-off.) Fendi’s classic rendition returned with a retro-knit roar; I’ve spotted Dior’s iconic saddle bag — shot here in a teeny, tiny version, not a current model but instead a find on TheRealReal — under the arms of a few anonymous but stylish New Yorkers of late; Mansur Gavriel’s modern update isn’t just the bread, it’s the whole picnic; meanwhile Trademark’s satin loaf is technically an oversized wristlet, but if it fits under your pits, why fight it?

Click through the slideshow for a few more. You’ll note the 2017 baguette comes in everything from crouton to hoagie roll to play-sword alternative. Let your eyes grow wide, your mouth water, your arms open. Say yes to the bread basket, for heaven’s sake!

Sorry, in honor of my etiquette coach who I’ve now betrayed, make that a very emphatic yes please.

Modeled by Kayla Clarke of Marilyn Agency, follow her on Instagram @kaylaclrk. Photos by Edith Young. Styled with Boden linen shirt and Alighieri jewelry.

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  • Louise

    Blast you cyclical fashion and the revival of 00’s fashion! haha

    Honestly, crossbody bags for life. Got an inexpensive faux-leather backpack for work. To be honest perusing for a convertible belt bag aka chic fanny pack. My poor shoulders really hate shoulder bags.

    • Louise

      On another note, has MR ever done one of those “Try For A Week” series on going purse-less? That would be very interesting!

      • Shevaun

        I am purse less most of the time. It’s the freakin’ bees knees.

    • Bmo

      Not sure of your style, but check out rack addik. It’s Kelly from project runway and she has a lot of cute fanny packs!

    • Pterodactyl111

      I switched to a cross body bag and now I can never go back. So convenient!!

    • Adrianna

      I’ve unintentionally switched to canvas tote bags because the bags themselves weigh nothing. Even some of my cross body bags are heavy enough to cause some discomfort. Also, it’s not a complete tragedy if I stain my tote bag.

    • Cassandra

      I never considered myself a fanny pack type gal, but I’m obsessed with the fanny pack/belt bag by Scout by 2.

  • Shevaun

    This is *terrible* news to wake up to.

  • Imaiya Ravichandran

    i had a baguette bag once. i loved it. it was hot pink, made of faux-satin, and embellished with silver crystals that spelled out “PUNK BABE”. at the time, i was neither of these things.

    after reading this i went to go look for it, but tragically, i cant find it. must have thrown it out. 🙁 may it RIP.

  • Harling Ross

    i love this story and these photos so much

  • Abigail Larson

    But where do I put all of my snacks?

  • Margaret Stolte

    All I can think about are the amazing Instagram captions that will come from these photos.

    • Harling Ross

      slack me if you have ideas, Margaret!!

      • Margaret Stolte

        Slack I must and slack I will

  • Jessica

    Before reading, honestly thought this would be about a bag in which one could actually carry baguettes. Was excited. Feel let-down. Where will I carry my bread?

  • Laura

    no no no no no stop this return of 00’s fashion.

    • 808kate

      I’m not complying with this! I’m going to wait it out until we cycle back to the 60s-70s or whatever other decade again!

  • Eeeeee my dad bought me a Juicy cream suede one of these (complete with blush appliqué camellias) when I was like 14, I think I might still have it!

  • starryhye

    I still have my Fendi baguette bag! My mom surprised me with it one Christmas when I was in college. Peak SJP/SATC 2000. Possibly the best Christmas gift ever. This is one 00’s trend I can get on board with.

  • Pterodactyl111

    Today I learned those kind of bags are a THING and not just The Way Purses Are Sometimes. Guess its a consequence of coming of age in the early 2000s! All my very first purses were like that.

  • Greer Clarke

    Firstly, amazing visual of the hoo-ha guard.

    Secondly, It took me a little while to get used to the fact that MR would be using predominantly models in trend stories, but now I really, really like it. You guys remind me of Rosie Assoulin and Lonely in that you feature models who are diverse rather than token, and not just in colour but in looks overall.

    I love it and I love MR <3

  • Maddy Parker

    Absolutely not!! It’s all about me and my LV Speedy 35’s. I could care less about trends.

  • KellyMarie_Calamari

    dat bread do(ugh)

  • Mun

    What a trip down memory lane! My mom had one of those baguette bags!

  • Kate Alexis Clausen

    I still have my baguette bag somewhere… I think where I store all of my past bags, inside my cross-body backpack from 1999. It may be a bit too 2001 though. I did always covet those Dior saddle bags and that tiny one is everything!

  • chouette

    Can we get one shaped like an actual baguette? Charlotte Olympia? Bueller? Bueller?