Talking Purse Personalities
With Ziwe
Sarah Hagi Asks The Writer And Comedian Tough Questions About Soft Bags
- Text: Sarah Hagi
- Illustrations: Megan Tatem

It’s September, a month that often feels like stepping back inside time. We’re thinking about the small systems that organize our world, the way we join or choose groups, the bubbles above and around and inside ourselves and each other. Delicate and distinct, the stories this week are all about ever-expanding definitions of where we fit in.
When I’m browsing through white people’s wedding photos, I ask in my head: “How many Black friends do you have?” When Ziwe Fumudoh, the comedian, actress, and writer for Desus and Mero asks that question, it’s out loud, and on Instagram Live.
“Baited,” one of the true social media phenomenons of recent months, isn’t just Ziwe talking to any white people via their respective social media accounts. The ongoing series made major headlines when Alison Roman, following dismissive remarks she made about Chrissy Teigen and Marie Kondo, agreed to be interviewed. Nearly twenty thousand people watched live while Roman fumbled over the questions that are the trademark of the show, such as whether she could name five Asian people, or what, exactly, she liked about Black people. Other guests have included the likes of Rose McGowan and Alyssa Milano; all squirm as Ziwe asks them questions like: “What does Black love mean to you?”
It would be easy to believe there’s some gotcha! element to the show, but that’s not the goal. Rooted in her own lived experiences, these are the types of conversations Ziwe has been having with white women her entire life. The only difference is that now she broadcasts them live. A graduate of Northwestern University, Ziwe studied African-American studies and made her name as a comedy writer for places like The Onion. As an intern for Comedy Central she worked on The Daily Show and The Colbert Report, and later got her first television writing job with The Rundown with Robin Thede.
Around the same time, Ziwe became a fixture in New York’s comedy scene with live events like “Pop Show,” where she and other comedians performed original pop songs, and earlier versions of “Baited,” which she first started in 2015. Initially it was her with friends and coworkers, but over time the show morphed into conversations about race with other comedians, while still, as she says, finding ways “to put racist words in people’s mouths for comedy.”
Ziwe’s perceptive readings of her guests is always on point—when I asked her what it was like to interview Alyssa Milano, Ziwe described her verbosity as the type of white woman that would corner people at a holiday party to tell them their life story unprompted. They’re a person easily recognized: there they are buying every book on the anti-racist reading lists, the person who hadn’t thought much about race until pretty recently.
From her Brooklyn bedroom on a Saturday morning, Ziwe and I discussed her work and her approach to comedy as she unpacked five purses provided by SSENSE. Together, we considered what kind of personality equivalents these leather goods might have.
Sarah Hagi
Ziwe Fumudoh
Let’s start with this lilac Fendi Mini Backpack.
The two Fendi bags belong to identical twins. The backpack sister was a child star who was emotionally arrested in 1975, the year of her last blockbuster, Escape to Witch Mountain. She and her sister have a contentious relationship. They compete for everything. She says things like, "I believe in one race; the human race." She only has 4-5 Black friends. She knows that COVID-19 disproportionately affects Black and brown people. She’s done a protest where she locked herself in front of her middle school. She's part of the Green Party.
Is she standing for something because there's nothing left for her to do? Or is it more like, those are her true beliefs?
She wasn't allowed to go to school as a child star and believes no one should be able to go to school.

Featured In This Image: Fendi tote. Featured In Top Image: Fendi backpack.
What about her twin purse sister, the Purple Leather Mini Tote?
This was the stronger twin in the womb who sucked up all the nutrients. She has bangs that look hideous on her. She constantly wears too much bronzer; it borders on problematic. She is a self-proclaimed liberal and falls asleep in a baby tee that says "Kamala is my Mommala".
That makes sense. Did you grow up around a lot of white people?
I grew up in Moore, Massachusetts, which is mostly minorities. And then I went to boarding school, and that was a lot of people who are not minorities.
Watching the conversations you have on “Baited” feels very familiar to me. Are they the type of conversations you were already having in real life?
It's inherently familiar. I did not invent the concept that people are uncomfortable discussing race. That is something that I've just learned to be true over the course of my lifetime, and there's a lot of dramatic irony with knowing that people are already uncomfortable, and still pushing them to have these conversations. This is something that I perform online with my Instagram Live, but it's something that I've repeatedly confronted all my life; I think any person of color has had these conversations. They just haven't been filmed and they haven't had, like, 5000 people commenting about how they don't know enough Asian men named Bowen Yang, you know?
You've said before that you're not trying to prove that these people are racist, or throw them under the bus—they're just talking to you. Watching them, I don’t understand if they just don’t get the idea behind the show. Do you think they think they’re going to do better than the previous guests?
I end every episode asking each guest why they did it, and every person has a different answer. Some people are fans of my comedy. Some people just think it's a really cool concept and wanted the challenge. I do think we have really interesting and substantive conversations about race. I can't speak to why they do it; I think I appreciate that.
I would just feel so reluctant to fumble over a question like, “How many Black people can you name?”
I guess the question is like, why do people go on The Colbert Report? Why do people go on The Eric Andre Show? It's entertaining! It's fun, it expands your art, challenges you. It's an experience that you'll never have again.

Featured In This Image: Versace bag.
Let’s look at this Versace purse now, the Black Mini Virtus Bucket Bag.
The lady with the tasteful Versace believes that money talks, but wealth whispers. She lives in a townhouse adjacent to a parking garage on the Upper East Side. She's addicted to Botox which she insists are for her migraines. She has extraneous vowels in her name, a point of sensitivity for her, as she's faced discrimination on job applications...not that she needs to work. She once believed that UBI was a yeast infection, but now supports the socialist movement. She voted for Bernie in the primaries and she'll be voting for Biden in the general election.
Would you say she's learning, or is she performing?
Performance and learning are different sides of the same coin. She's growing, she's changing her personality and belief systems, so shoutout to her.
White people really love these videos, and I do think it gets them to think about these topics in a new way...but do you think some white people are watching your Instagram Lives to reassure themselves that they’re not like those white people?
I'm sure there are people who watch the show and don't see any similarities in their lives. And I'm sure there are people who watch the show and think, “Well, how would I answer those questions?”
I'm just trying to prod people to examine how they would approach the questions. But as far as people's takeaway goes, I really have no indication. I can see my guests as contextualized in the greater American story. Caroline Calloway, Alison Roman, Rose McGowan, Alyssa Milano—they’re not outliers. Their patterns are consistent, their answers reflect the history and context they’ve grown up in.
I'm sure there are people who watch the show and don't see any similarities in their lives. And I'm sure there are people who watch the show and think, "Well, how would I answer those questions?"
Was there any point where you began to feel a type of responsibility to change the show as it got more popular?
The content of the show is ever-evolving, ever-changing. I do adjust to the new cycles. I adjust to what I'm reading about celebrities showing their ass over different racial issues. I'll add new questions, or modify the civil rights leaders that I bring up, because I’ll be like, I did four weeks of Angela Davis, so now I'm gonna bring up Shirley Chisholm.
Everything is changing so much!
Also, this is a show that I didn't just create when I did the Caroline Calloway episode. That’s the episode that kind of started the upswing, but it wasn't invented that week. This was a show I've been doing on Instagram Live since March or April, and in a bunch of iterations since 2015, 2016. It's constantly evolving for sure.
Do you think there's a right way for white people to answer the questions you ask them? I know you’re not trying to make people look stupid, but is there a way for them to impress you?
The right way to answer it depends on the person, right? I just find that every single response is interesting. I think what's really fascinating is the Alexis Neiers interview. I had a preconceived idea of what she’d be like, because I’ve seen Pretty Wild and The Bling Ring. I expected her to be more entitled. Was every answer that she gave for her interview perfect? No, but that's not really what I wanted. Her answers expanded my understanding of her; I saw someone who had learned from their mistakes.

Featured In This Image: Saint Laurent pouch.
I think we should talk about the Saint Laurent Off-White Uptown Envelope Clutch now. It’s so impractical. Anytime I see someone with an envelope clutch I'm just like, you're holding it in your hand the whole time?
There is nothing more impractical than a white clutch. What is in there? Their passport? I guess it’s an organizing tool. This lady speaks with an indistinguishable accent despite being from Connecticut. She constantly refers to her “art installation,” which is unfortunately just a renovated room in Buca di Beppo. She can speak seven languages, a party trick she uses when ordering foreign cuisine from English-speaking waiters. While she plans on voting for Jill Stein this election, she concedes that universal healthcare is an essential policy for the sustainability of the people's republic.
The goal of this show is to feel familiar.

Featured In This Image: Chloé bag.
Hmm, I’m wondering who you’d see wearing the Chloe Brown Small Darryl Bag now. It’s way more practical.
This is a horse girl with a famous parent who insists she's not in their shadow, despite still going by his famous last name. Her only friends are the majestic four-legged creatures that she tends to. She believes in prison abolition for horses, and "also for people, I guess, if that's what you were asking."
What has the response to “Baited” been like from other Black people? Has it resonated with others?
Even though every conversation is new and every single guest is different, the goal of the show is to feel familiar. So if you're asking me how it resonates with my Black audience: it depends. Black people are not a monolith. Everyone has a different reaction. A lot of Black audience members tell me that their favorite interview was Jeremy O. Harris, which I find really interesting.
But again, it’s never been about just talking to white people—it’s talking to Americans about race. There’s a lot of intimacy in watching people converse. I think that we can all relate to the experience of being a Black or brown person talking to someone about race and thinking, Man, I wish someone was watching this right now.
Sarah Hagi is a writer based in Toronto.
- Text: Sarah Hagi
- Illustrations: Megan Tatem
- Date: September 24th, 2020