Back in 2012, Fendi reissued its iconic Baguette bag silhouette, made famous by Sarah Jessica Parker's character Carrie Bradshaw on "Sex and the City" in the late '90s.
There's been lots of promotion around the bag over the years: In 2012, Fendi released a book about it, and in 2007, the luxury house launched a customizable canvas version, which came with a set of pantone markers so customers could DIY it. The set cost $5,500. Again, the bag was made of canvas.
As former Fashionista Editor Britt Aboutaleb pointed out then, the product had some flaws (perhaps this was the final nail in the Baguette's coffin before it was reissued?). But now, with seven years to rethink it and access to new technology, Fendi has launched what that concept should have been: a free app.
Fendi's MyBaguette app for iPad and Android is basically a photo editing tool: You start off with a blank white Baguette, and the app offers several brushes, colors and filters, along with opacity and saturation options. So, if you mess up, you're not stuck with a real, ugly bag you spent thousands of dollars on. However, Fendi did tap a few artists including Tom Sachs, Michelangelo Pistoletto, Richard Prince, Lucy and Jorge Orta, Hiroshi Senju and Francesco Vezzoli to create real bags for inspiration.
When you're done with your virtual bag, you send it off to Fendi, who will then display select bags in a "Community" area within the app. Silvia Venturini Fendi will even select a "Baguette of the month."
While this probably won't be a satisfactory alternative to a real Fendi bag — and doesn't seem to serve much of a purpose — it could be a fun way to pass time on the train. And hey, maybe your bag will be so good, it will catch Silvia Venturini Fendi's attention and she'll hire you as a designer. That's pretty unlikely, though.