Contemporary television, like cinema before it, routinely collaborates with the fashion industry to generate glamour and consumerist desire.

Nowhere is more evident, of course, than in the HBO series Sex and the City (1998-2004), whose thirty-something heroines endlessly hankered after fashion labels, and, in doing so, propelled them deep into the public consciousness. Jimmy Choo, Manolo Blahnik and the Hermes Birkin all benefited from their promotion in this way.

A plethora of Fendi Baguette bags

campaignThe Fendi baguette was yet another. All it took was Carrie Bradshaw to exclaim, ‘I’m homeless! I’ll be a bag lady! A Fendi bag lady, but a bag lady!’. This then became the force for the Fendi clutch bag to become an icon overnight, spurring the start of the ‘It’ bag trend.

Joan Smalls and a Fendi baguette feature in the Fendi Fall-Winter 2012 campaign

As a design statement, the baguette scarcely needed such crude product placement. Its discreet narrow shape and gorgeous array of colours and materials, all set off by the distinctive FF buckle (as designed by Karl Lagerfeld), immediately set it apart from the dismal, minimalist fare then on offer. For all its 00 sizing, the baguette exuded a baroque splendour that recalled the Roman palazzo in which its designer, Silvia Fendi (1961–), spent her youth.

Sarah Jessica Parker and a Fendi Baguette in multicolored sequins

Even without Sex and the City, each version of the baguette remains freshly baked and scrumptious as ever. Good things, indeed, do come in small packages.