How many women fantasize over owning a Fendi? The bread and butter of this designer range - the distinctive Fendi Baguette - is celebrating its 10th anniversary.

It has been 10 years since the launch of the first Fendi Baguette bag (the designer clutch purse, often with a handle) in 1997.

This small, coveted couture “It” Bag was a late-90s favorite, spurred on by Carrie Bradshaw in Sex and the City, and remains as popular today as it was a decade ago. The bag is so named as its shape resembles a French baguette.

Carrie Bradshaw, (played by Sarah Jessica Parker) delivered the now famous line “I’m homeless! I’ll be a bag lady. A Fendi bag lady, but a bag lady!” and millions of women wordwide now fantasize over Fendi bags.

New Limited Editions

Fendi celebrates its anniversary with a new limited edition, the 10+, according to Elle magazine's website, www.Elle.com in their current Style Report "Fendi Baguette 10th Anniversary - Our Daily Bread". The “all-white canvas bag that comes complete with 10 Pantone markers for personalizing, and quilted leather versions in each of those 10 shades.”

Famous Fendi Designer Handbags

With over 1,000 variations of Fendi bags to its credit, this year's spring runways “featured shrunken and enlarged versions, convertible into both clutches and messenger bags,” reports Elle.

Along with the Baguette, some of Fendi's current bags are the "B" Bag, launched in 2006 and designed in the shape of the letter B, and the "Spy" bag, so named for all its secret compartments and built-in purse in its strap.

The History of Fendi

According to Madison magazine, in their article “In the bag,” January 2008 Australian edition,“three generations of the Fendi family have their stamp on the famous fashion house.”

In 1925 Adele and Edoardo Fendi opened a small shop in Rome, selling leather-goods and furs. The business grew rapidly and a second store was opened in 1932. Production increased and soon Fendi products were well known all over Italy. In 1946 Fendi’s five daughters began working in the family business and took over when Edoardo died in 1954.

Work was shared amongst the sisters and their enthusiasm for fashion injected new blood into the designs. According to Madison, “ Paola was responsbile for pelts, Anna designed bags and accessories; Franca was in charge of the luggage and leather shops. Alda ran the fur salons and Carla took on an overall advisory role.” The famous Fendi Baguette was designed by Silvia Venturini Fendi, Anna’s daughter.

Fendi and Karl Lagerfeld

By 1964 Fendi products were synonymous with high quality and prestige and their popularity had spread. In 1965 the Fendi women met a young German designer, Karl Lagerfeld who remoulded, redesigned and reinterpreted their products and proved a watershed for the company. Two years later they went international, selling their leather goods at Bloomingdale's of New York, generating demand for Fendi products worldwide. Fendi bags were revamped, soft styles became structured with rigid frames, and printed and dyed leather and canvas.

The rest is history, as Fendi went from strength to strength. Not only about bags and furs, Fendi also produces belts, shoes, scarves, separates and suits.

In 1985 the National Gallery of Modern Art in Rome held an exhibition honoring Fendi’s 60th anniversary of fashion and Lagerfeld’s 20 years with the brand.

Fendi Goes to China

In October 2007 Fendi fashion spread to Asia as Fendi staged a runway show on the Great Wall of China, one of the great wonders of the world. This fashion extravaganza featured 88 international models and celebrities such as Kate Bosworth and Thandie Newton were in the front row of the shows.

Fendi and the “2008 Handbag List”

In their list “Handbag Brands 2008”, produced by The Luxury Institute of New York, alongside Ralph Lauren and Hermes, Fendi proved one of the most sought after top 12 designer brands. Famous for their exclusivity, once a Baguette style runs out there are no repeats” says Madison.

Currently the whole fashion world is wishing the Fendi Baguette a very happy birthday; the only French loaf that does not cause women to put on weight!