If Fendi made its name by redefining a bag as an arm-hugging staple, Gustaf Westman is flipping the script with his playful, sculpture-like spiral baguette holder—a handbag designed literally for carrying a loaf of bread.
A Design Statement with a Side of ‘Why Not?’
At first glance, it looks like a neon sculpture you’d find tucked into a chic Scandinavian home. In reality, it’s a spiral-wrapped holder made of glossy pink resin (or lacquered steel, depending on the stop), handcrafted to cradle a fresh baguette snugly through three whimsical loops. The result is part art object, part baguette carrier—but completely Westman in spirit.
Styled for Real Life—and Bread
This isn’t a runway stunt: Westman is debuting the piece at intimate summer pop-ups held in lived-in apartments across Europe, transforming private homes into colourful micro‑galleries. After stops in Berlin and Copenhagen, the installation lands in Paris (June 28–29), and later in Amsterdam and Madrid. In each space, the baguette holder lives among Westman’s chunky mirrors, blob tables, and gummy-hued homewares—bringing everyday bread into the realm of collectible boutique design.
More Than a Gag: A Conversation with Everyday Ritual
While whimsical, the design carries deeper resonance: it marries Parisian everyday life—buying fresh bread—with Scandinavian design optimism, capturing the joy in mundane rituals. A playful rebuttal to minimalism, it’s built for function and fun. Westman told AD Middle East that he sees the piece as a “manifesto wrapped in glossy resin,” bridging craft and culture in a single loaf‑holder.
Collector’s Appeal (But You Can’t Buy It—Yet)
Though some outlets report it’s not for sale, design enthusiasts have been spotted snapping reels of the pink spiral through gallery‑like apartment settings at PFW.
The holder joins Westman’s library of desirable pieces—from flower mirrors to sculptural lamps—retailing from €60 to €3,000 for larger pieces.
While the baguette bag’s rarity may keep it off price tags, its limited‑edition charm is undeniable.
Final Take: Whimsy Meets Utility
In a fashion landscape where novelty meets utility, Westman’s baguette bag stands out. It celebrates daily ritual, sparks joy, and makes a compelling statement: even bread deserves style. Its intimate pop-up tour—set in real homes—brings the conversation close, quite literally inviting guests to carry their toast in style.
Whether it’s barked at on the métro or posed with under Parisian afternoon sunshine, this spiral holder proves that good design doesn’t always have to be solemn or utilitarian. Sometimes, it’s just delightfully doughy.
