Fashion loves a contradiction, and so, of course, as we submerge ourselves in this era of quiet luxury, clad in Max Mara camel coats and Loro Piana loafers, it stands to reason that we’re also indulging in complete nonsense. Enter the novelty bag.

There was a bag at New York Fashion Week in February that became an entirely unexpected viral hit. It retailed for $US40 ($60) and it wasn’t from a well-known designer. Actually, it was sold by American fast-food chain Panera. The “baguette” bag – possibly to be confused with Fendi’s Baguette – was released to promote the company’s new toasted sandwiches.