Dakota Johnson stars in a new film and imagery that revisit the emblematic handbag’s storied origins.
JlA longstanding mainstay within the House’s collections, ‘The Jackie’ experienced a well-chronicled rise to icon status—ever since its debut in 1961, the handbag’s perpetual presence on the arms of celebrated figures around the world crystallized its everlasting association with their signature sophistication.
Dakota Johnson finds herself at the latest inflection point of the line’s celebrated chronology in which a certain attitude encounters a certain era, marking the beginning of
a new chapter through the House’s latest campaign. Johnson 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. The film and imagery, captured by
Glen Luchford, pay 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.
The Jackie 1961
Following a distinguished line of reiterations, each emblematic of its time, today’s Jackie
1961 emerges to transcend the traditional with its sleek silhouette and universal attitude.
The selection is presented in three different sizes—mini, small, and medium—in a wide
range of colors that highlights the design’s inherent versatility. Clean lines bring the focus
to the unique piston closure, as well as the quality of the material itself, whether natural
grain, patent, or precious leather, or the emblematic GG Supreme canvas. 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.
The original model introduced in 1961 became expressive of the 1960s and 1970s jetsetter
lifestyle for which Gucci was known and new sensibilities were brought to the signature
style in 1999 and 2009, drawing from a contemporary intuition and attitude and ever–assuming new characters that defy definition.
Art Director: Christopher Simmonds
Photographer + Director: Glen Luchford
“Feel The Pain” Performed by Dinosaur Jr. (J. Mascis Jr.) © Spam As The Bread Music / BMG Blue
Courtesy of BMG Rights Management (Italy) srl and Cherry Red Records
Founded in Florence, Italy in 1921, Gucci is one of the world’s leading luxury brands. Following the House’s centenary, Gucci forges ahead continuing to redefine fashion and luxury while celebrating creativity, Italian craftsmanship, and innovation.
Gucci is part of the global luxury group Kering, which manages renowned houses in fashion, leather goods, jewelry, and eyewear.
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