FENDI BAGUETTEMANIA POP-UP @ Maxfield Los Angeles

FENDI in partnership with Maxfield launches Baguettemania with a pop-up shop at the Los Angeles based specialty retailer in celebration of 15 years of the Baguette. For this exclusive launch, FENDI collaborated with several local artists on a new series of artist Baguettes where each artist appropriated the blank Baguettes as their canvas. One-of-a-kind Baguettes from Chaz Bojorquez, Kenny Scharf, and Pae White was exhibited and auctioned off during the launch event.

Silvia Venturini Fendi, FENDI’s Creative Director of Accessories and Menswear was on site for a book signing as well. The custom-designed space at Maxfield included bright acrylic display tables with a dripping paint effect, a multidimensional Baguette sculptural “tornado” in the center of the room, and playful backdrop with hanging Baguettes, both archival and new.


Merchandise ranged from exclusive Baguettes and the Baguette Book to small Baguette accessories and limited edition t-shirts and silk foulards, specially designed by Karl Lagerfeld for the anniversary. The Baguette’s experimental personality comes to life organically through the underlying pop color theme which keeps the desire for the cult bag alive. 

Created in 1997, the Baguette pioneered the “IT” bag phenomenon with its functional yet stylish characteristics. With over 1,000 styles created to date, and more being conceived with every season, the Baguette is a timeless capsule of true craftsmanship, style and design. Globally, other Baguettemania pop-up shops will launch at to Dover Street Market in London and Tokyo later this year, with the first pop-up launched at Colette in Paris. Intended to be more along the lines of temporary installations rather than boutiques, like playful pop-up books they will materialize the pages of the Baguette book and transform its contents into a tangible reality.