“The Jackie is the perfect bag,” Dakota Johnson tells Vogue. The actress stars in the new campaign for this iconic model.
‘I’ve always been drawn to ’70s fashion,’ Dakota Johnson tells Vogue, ‘because of the shapes, the lines, the colors and the patterns. But also the mood of the people and how they wore their clothes.
And this nostalgic passion of actress Dakota Johnson is evident in any of her red carpet appearances: From the throwback suit she chose to attend South by Southwest last year, to the old Hollywood glamor she brought to life in her feathered gown. In champagne (also by Gucci) for the Vanity Fair party after the 2022 Oscars.
And who better than Dakota herself to be the face of the new version of one of Gucci’s best-selling bags, the Jackie 1961 ? The actress takes over from the countless figures and icons of the 60s that added history to this model. Although none will be more important, of course, than the unconditional fan of this accessory, and who caused it to be renamed after her: Jacqueline Kennedy.
The Jackie 1961 bag is instantly recognizable thanks to its curved crescent shape and distinctive piston hardware. This became one of the former first lady’s favorites in the 1970s, and photos of Jackie strolling through Manhattan with her leather bag on her back quickly made it iconic.
Now, in the middle of 2023, Dakota is the ideal modern muse to give this model a contemporary twist.
The images in the new campaign, shot by British photographer Glen Luchford, reflect the kind of ‘paparazzi-style’ photos that surround (in modern culture) Hollywood celebrities; but they also document the love story of Mrs. Kennedy Onassis for her favorite bag of hers.
Instead of Jackie O with her passport in hand, leaving the airport, and her tote bag tucked under her arm, we now see Johnson on her way to the gym wearing the essentials of the contemporary It-girl: yoga mat, car keys, water bottle, plus a new version of the 1961 Jackie bag in cobalt blue, slung over her shoulder.
The relaunch of these classic bags has proven to be a highly successful strategy for Gucci in recent years. Let’s remember that in the summer of 2021, the firm’s former creative director, Alessandro Michele (who confirmed his departure from the Italian firm in November, after marking a golden era in the industry), also recovered another beloved brand accessory: Princess Diana’s favorite bamboo handle bag.
The Diana bag, synonymous with the look of the late Queen of Hearts, was present in everyone’s imagination. Undoubtedly, Lady Di’s era of more confident and influential style allowed Michele to bring that structured tote into the 21st century, adding neon-hued leather belts, which clasped around the bag’s signature bamboo handles and they offered consumers the option of personalizing their bags with letters and stars.
The evolution of the Jackie 1961 bag, meanwhile, has already won over an eclectic mix of celebrity fans, from Cate Blanchett to Gen Z idols Amandla Stenberg, Jodie Turner-Smith and Harry Styles.