How Panera's twice sold-out BAGuette purse became the accessory of the season

The bread-shaped bag is the perfect accessory for fashionistas and foodies alike

By Joy Saha

Staff Writer

Published February 16, 2023 2:00PM (EST)

A Panera Bread restaurant is seen in Manhattan, New York. (KENA BETANCUR/AFP via Getty Images)
A Panera Bread restaurant is seen in Manhattan, New York. (KENA BETANCUR/AFP via Getty Images)

If you've ever enjoyed a toasted baguette from Panera Bread and wished to wear the hefty sandwich as an accessory, you're in luck! 

Earlier this month, the bakery-café chain announced the launch of its BAGuette bag, which is essentially an elongated green purse that resembles a loaf of French bread. The bag is effortlessly chic, adorned with Panera's signature "P" emblem and a gold-toned clasp.

Panera's BAGuette bag is "the ultimate accessory designed for both the fashion aficionado and the foodie, crafted with a generous extra touch to sit at the intersection of style and function," the brand wrote on its website.

"The purse is donned in the beloved Panera green, designed for those looking for a pop of color and a unique touch of style in their wardrobe. The stylish structured accessory features an embossed pattern and flag magnetic closure with a custom metal "P" buckle and gold hardware. At 12" long, the BAGuette is the perfect size to carry one of our new Toasted Baguette sandwiches."

Panera's BAGuette bags made its debut amid New York Fashion Week (which runs from February 10 to 15) and sold for $39.50 each. The bags have already sold out, been restocked and sold out again and are now being resold on eBay for more than $200. One seller even listed the bag for an astounding $3,290. . .

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This isn't the first time a major food brand has dabbled in fashion. Last October, Balenciaga — in partnership with Frito-Lay — debuted its $1,500 clutch that resembles a crumpled, discarded bag of Lay's potato chips. Called the "L.O.L. Clutch," the bag is available in four distinct "flavors": Classic, Flamin' Hot, Limón and Salt & Vinegar.

There's also artist and designer Nik Bentel's Barilla-inspired crossbody bag, which first made rounds on Twitter in August 2021 and his recent De Cecco's penne pasta bag.

It's still unclear whether Panera will launch more food-themed apparel following its success with the BAGuette bag. Perhaps a Chipotle Chicken Avocado Melt bag is in the works? Or maybe a Green Goddess Cobb Salad-styled beret?

By Joy Saha

Joy Saha is a staff writer at Salon. She writes about food news and trends and their intersection with culture. She holds a BA in journalism from the University of Maryland, College Park.


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Baguette Purse Bread Brief Fashion Food Food Chains Panera Bread