The images of Panera Bread’s new Croissant Clutch could be straight out of a fashion magazine. Highlighted against a warm, glowing orange-and-brown background, the accessory looks out of place in its web store alongside the company’s Mac N’ Cheese Pillow and “Just Baked” onesie.

The fast-casual chain’s newest handbag—what it calls “carb couture”—is an insulated clutch that’s reminiscent of a croissant in both shape and fabrication, with pleats to evoke the buttery breakfast food’s flaky layers. According to Panera, it’s also the best possible way to carry around its new menu item, a melted, crispy croissant toasted sandwich, without it getting, well, too melty. It does not say, however, whether the clutch is washable, which suggests a wipeable, insulated to-go box would actually be the better lunch box for a toasted sandwich. But neither fashion nor marketing were ever much about practicality.

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