Not Chanel, and not Louis Vuitton, but Gustaf Westman. Here's the most viral "bag" for summer 2025

Baguette as the most luxurious summer accessory? Gustaf Westman proves that yes! The Swedish designer created a spiral handle that allows us to carry bread like an it-bag – and in the heart of Paris.

The baguette is the undisputed queen of baked goods – at least according to the French. Crunchy, elegant, with a perfectly golden crust… Now Swedish designer Gustaf Westman has decided to take it to the next level and make it the hottest summer accessory . Because since we’ve seen tiramisu in clear bags , why not put a baguette in a spiral holder ? Just in case you need a piece of bread for your caviar on the way to a party.

Gustaf Westman: Swedish designer with a baguette holder design / Instagram @gustafwestman

The name Gustaf Westman is well-known to anyone who follows the latest trends in design. The Swedish designer is famous for playing with form and color with a slight wink. He turns everyday objects into small works of art. His designs – from wavy mirrors to tables in pastel shades – have won the hearts of influencers and design lovers around the world.

Wine table, design by Gustaf Westman / photo: Gustaf Westman

He recently made headlines for his announcement of a collaboration with Ikea . Westman has been proving for years that home accessories don’t have to be boring – on the contrary, they can be eccentric, fun and inspiring.

The spiral baguette holder is a perfect example of the Swedish designer's philosophy. Created for a summer pop-up in Paris , it allows you to flaunt the Parisian symbol as if it were a luxury handbag.

Gustaf Westman: Swedish designer with a baguette holder design / Instagram @gustafwestman

Made in a sweet shade of pink, it wraps around the loaf in three elegant loops, giving it iconic status - literally! The accessory is functional and absurdly fun - a perfect fit for Westman's aesthetic.

The spiral handle is part of the designer's summer pop-up that runs all summer long.

The designer organizes pop-ups not in showrooms or boutiques, but in... real apartments - from Berlin and Copenhagen , through Paris , to Amsterdam and Madrid . The events transform someone's living room into a gallery of applied art. Each apartment has been decorated so that the guest feels like they are entering the apartment of a friend - only one who loves bright colors , soft lines and objects that make you smile.

The baguette can be admired at 3 Rue Cunin-Gridaine in Paris from 28 to 29 June .