Gucci Jackie 1961 – a longstanding signature within the House’s collections – is the star of the latest campaign which is also fronted by Dakota Johnson. In the campaign captured by Glen Luchford, the American actress echoes the intrinsic versatility of the bag as she makes her way through everyday moments in Los Angeles with different versions of the Gucci Jackie 1961, each with its own personality, each perfectly paired to the occasion.
Featuring a sleek silhouette and universal attitude, the Gucci Jackie 1961 bag assumes a contemporary character that defies definition. Famous for its half-moon shape and sleek piston hardware, the emblematic Gucci handbag’s story is retold with a new twist in an array of sizes, colors, and materials. The recognizable shape is offered in colorful leather and enhanced with an additional, detachable shoulder strap. Attached to the bag with buckle closure, the second strap adds a modern feel to the archival style.
Designed in the 1950s, the Jackie bag was originally called the Fifties Constance. But when former first lady Jackie Kennedy was photographed with one of these bags in the 1970s, it became synonymous with her name and her refined style. It has frequently been reinterpreted in various patterns and the signature “GG” Supreme print, and was brought back onto the runway by Gucci creative directors Tom Ford in 1999 and Frida Giannini in 2009.
For the Fall/Winter 2020 collection, Gucci’s former creative director Alessandro Michele revived the Jackie 1961 bag once more. It was offered in sleek, smooth leather finishes and was available in medium, small, and mini sizes.
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