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The 1990’s was a new
decade with a new
consciousness of
spirituality, sensitivity,
and eco-awareness. Prada
followed these attitudes by
releasing a small backpack
made of nylon with
modern lines and minimial
logos. Unlike logo bags of
the eighties, The Prada
backpack was discrete and
functional but still had a
high enough price tag to
be reserved for the
wealthy.This minimalism
spread throughout the
fashion industry and
designers like Kate Spade
entered the market,
making simple, stylish,
practical handbags that
were still luxury items.
For a while designers
focused on form and
construction rather that
large logos and decoration
but the stylish crowd soon
Joy feelings magazine
began to tire of utility. The
next big bag success was
the Fendi Baguette, so
named because it fit
snugly under a woman’s
arm like a loaf of bread,
The Baguette came in 600
different designs with pink
snakeskin, crystals, Aztec
bead-work and other
decorations and all
bearing the signature
Fendi clasp. The Fendi
Baguette was immensely
popular because it came in
so many styles that a
woman who carried it
could be an individual but
could still have the status
that comes with carrying a
Fendi.