Initially introduced during the 1950s as the Fifties Constance, Gucci’s take on the saddle bag didn’t achieve notoriety until a decade later when Jackie Kennedy was photographed shielding herself from the paparazzi with one of the bags in 1964. The former first lady’s penchant for the style gave it its new name, with the bag being renamed the Jackie. Since its inception, the Jackie has been reimagined several times, with newer models including the aptly named New Jackie and The Bouvier (which those in the know will recognise as Jackie Kennedy’s maiden name).
Introduced in 2020, the latest iteration — the Jackie 1961 — takes a less slouchy, more structured approach to the silhouette. To celebrate the timelessness of the style, Gucci has enlisted actress Dakota Johnson to showcase the versatility of the Jackie 1961. Captured by renowned fashion photographer Glen Luchford, the Gucci Jackie 1961 bag proves the perfect fit for quintessential Los Angeles errands, with Johnson sporting a different colourway for each occasion.
The standard black leather Jackie 1961 accompanies Johnson as she purchases lilies from a flower stand; by lunch it’s swapped out for a maroon iteration. A visit to yoga class necessitates a statement dark blue croc version, worn as a crossbody. A tan bag joins Johnson on an afternoon stroll with a friend, while a two-tone python and croc style is the right fit for an evening on the town.
The accompanying film directed by Luchford takes on a retro, almost voyeuristic tone, playing into the paparazzi theme that made the bag famous. A series of slightly grainy clips shot from afar see Johnson driving around Los Angeles, picking up groceries, hanging out with friends, and experiencing the nightlife — naturally, all with a Jackie 1961 on her shoulder.
View the campaign images and video here.
Words by Arabella Johnson
