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When Gucci released the original Jackie silhouette in 1961 it was designed with the contemporary jetsetter lifestyle in mind. Elegant and practical. But when Jackie Kennedy Onassis used the leather tote to shield her face from paparazzi in the ’70s it was soon catapulted to cult status. As the Italian fashion house looks to a new direction following the departure of creative director Alessandro Michele, Dakota Johnson has stepped in as the new face of the bag.
Captured with the bag slung on her shoulder in the past, it’s a fitting alignment. In film and imagery captured by the world-renowned Glen Luchford, the actress makes her way through everyday moments in Los Angeles with different versions of the Jackie 1961, each with its own personality, each perfectly paired to the occasion. As if she was captured by paparazzi on any given day.
The new campaign pays homage to the style’s storied origins as spontaneous snapshots highlight the silhouette’s intrinsic versatility and enduring elegance, reflecting a state of co-existence that spans decades and personas.
Today the Gucci Jackie 1961 is presented in three sizes – mini, small and medium – in a unique array of colourways. Johnson carries a classic black silhouette alongside snakeskin and vibrant royal blue crocodile leather. A longer, removable shoulder strap, either in leather or as a chain, enhances the Jackie 1961’s adaptable personality and practicality. Within each collection, the House introduces creative interpretations, including in woven raffia and straw as well as with velvet tapestry patterns for Cruise 2023.
Watch the campaign film below and explore Gucci’s offering of Jackie 1961 bags, here.
