To be fair, the Gucci Jackie 1961, or ‘The Jackie’ as its often affectionately called, has been a longstanding icon within the House’s collection ever since the handbag’s debut in 1961, thanks to its distinct half-moon shape and signature piston hardware. So it’s not surprise that this season, Gucci is eager to retell the story of its archival design, while introducing a new chapter of the bag in an array of sizes, colours and materials.
The just-as-modern Jackie 1961 is seen all over a campaign filmed and photographed by Glen Luchford, and stars actress Dakota Johnson making her way though everyday moments in Los Angeles, framed as spontaneous snapshots to capture that feel of practical luxury. A red leather version is casually slung across her arm while on a lunch date, for instance, while neutrals in black and brown leather, both with antique gold-toned hardware, are spotted as she goes about grocery and flower shopping. There’s even a bright blue number that accompanies her as she makes her way out of the yoga studio.
This season’s selection is presented in three different sizes — mini, small, and medium — with the bag’s clean lines emphasised by a new range of colours, and in natural grain, patent, precious leather, of the GG Supreme canvas. Each bag arrives with a longer, removable shoulder strap, in either leather or a chain, that allows for the style to be more adaptable and practical — and contemporary.
Watch the campaign film here:
And as a testament to how much of a talking point The Jackie is, here are other celebrities perfectly embodying its style —
The Gucci Jackie 1961 bag, available now at Gucci boutiques and online.