WWD.com/fashion-news/fashion-scoops/following-the-thread-6388261/
government-trade
government-trade

Fendi Launches Pop-up Online Store for Baguette Anniversary

The offering ranges from T-shirts and scarves featuring sketches by Karl Lagerfeld to a do-it-yourself Baguette decorating kit.

FOLLOWING THE THREAD: Fendi’s celebration of the Baguette’s 15th birthday is reaching its zenith in the online world. On Thursday, the Roman house launched a pop-up Internet store dedicated to the bag. The offering ranges from T-shirts and scarves featuring sketches by Fendi’s ready-to-wear designer Karl Lagerfeld to a do-it-yourself kit to decorate a Baguette with needlepoint embroidery. In addition to selections of vintage Baguettes, there are also 100 Geometric styles in striped canvas with leather trim.

The “Baguette operation,” as Fendi chief Pietro Beccari calls it, kicked off in June with the publication of a coffee-table book by Rizzoli and a series of events in Fendi boutiques and specialty stores such as Maxfield in Los Angeles and 10 Corso Como in Milan. The Web site, at baguette.fendi.com and equipped for commerce in Europe, the U.S. and Japan, also showcases a video entitled “The Art of Embroidery.” Done in collaboration with artist Maurizio Anzeri, it’s a portrait of the Baguette’s designer, Silvia Venturini Fendi.

This story first appeared in the October 5, 2012 issue of WWD.  Subscribe Today.