There’s no denying that the Gucci Jackie 1961 bag deserves its own campaign and has stood the test of time.

After 60-plus years of being an iconic bag in the Gucci archives, it’s no surprise the luxury Italian brand has decided to dedicate a campaign solely to the bag.

Who better, than Gucci’s muse Dakota Johnson to model the bag in a day of her life around Los Angeles? Dakota’s own personal kooky style is a perfect fit for the brand often seen wearing nostalgic gowns and retro Gucci tailoring on her red-carpet appearances.

The Iconic saddle shape bag become famous and instantly recognizable with it’s curved half-mood shape and hardware. The bag became a firm favourite of the former first lady’s in the 70s’, notably Jackie Kennedy who was regularly seen carrying the bag which propelled it to “It” bag status.

Known for it’s classic allure with jet setters and celebrities alike, the Jackie 1961 bag might just be the bag of 2023.

Former Creative Director Alessandro Michele who departed Gucci in late 2022, isn’t credited in the new campaign, listing Christopher Simmonds as art director. The brand has yet to announce a new successor but will present its latest collections in Paris this month.

If you’re looking to add a piece of Gucci history to your collection, shop here 

Photographs: Glen Luchford
Art Director: Christopher Simmonds

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