Dakota Johnson headlines a refreshed Gucci campaign that reimagines the Jackie 1961 handbag, a legendary piece rooted in Gucci’s storied history. Styled and photographed in a way that nods to 1960s aesthetics, the imagery captures the everyday moments of a Los Angeles resident who carries her beloved miniature bag through ordinary routines. She moves from a yoga class to a florist’s doorstep, and then to a lively social scene, illustrating how the Jackie bag seamlessly fits into contemporary life while echoing timeless elegance.
The Jackie 1961 bag first appeared in Gucci’s collections during the 1950s under the name Constance, before being renamed Jackie in honor of Jacqueline Kennedy, whose affinity for the design helped cement its iconic status. This lineage connects the present campaign to Gucci’s archival roots, celebrating a silhouette that has endured across decades and fashion cycles.
In 2020, Gucci’s creative direction shifted with Alessandro Michele guiding a renaissance of the Jackie 1961. The bag resurfaced on the runway and within Gucci’s collections, spurring renewed interest online as enthusiasts and trend observers revisited its distinctive shape and heritage. The campaign captures that resurgence, presenting the Jackie as both a wardrobe staple and a conversation piece that transcends seasons.
Earlier updates in fashion media noted Mugler’s anticipated presence at Paris Fashion Week, signaling a broader moment of brand revivals and reinterpretations within the industry. This backdrop underscores Gucci’s ongoing commitment to balancing archival reverence with modern storytelling, as illustrated by the Dakota Johnson feature and its homage to a bag that has long symbolized chic, understated luxury.