Gucci unveiled on Monday a new iteration of the iconic handbag ‘The Jackie’ with a new campaign starring Dakota Johnson. 

As part of the campaign, photographed by Glen Luchford, Dakota Johnson is captured making 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 Jackie made its debut in 1961 and has graced the arms of many celebrated figures around the world becoming a longstanding mainstay within the house’s collections. 

The original model received its first update in 1999 and 2009, drawing from a contemporary intuition and attitude. Today’s Jackie 1961 aims to transcend the traditional with its sleek silhouette and universal attitude. It is presented in three different sizes—mini, small, and medium—in a wide range of colors that highlights the design’s inherent versatility.

The new Jackie is available in a number of finishes including natural grain, patent, or precious leather, or the emblematic GG Supreme canvas. It also comes with a longer, removable shoulder strap, either in leather or as a chain.

Looking ahead, the house will introduce more creative interpretations, including in woven raffia and straw as well as with velvet tapestry patterns for cruise 2023.




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