Dakota Johnson admits to romanticising 1970s fashion to British Vogue: “The patterns, colours, lines, and shapes. Additionally, consider the attitude of those who are dressed. From the unapologetically retro Gucci suiting she wore to South by Southwest in March to the Old Hollywood splendour of her feathered champagne gown (also Gucci) for Vanity Fair’s post-Oscars party that same month, the star’s nostalgic sensibilities are evident in any number of her red carpet appearances.
Dakota would therefore be the ideal choice to represent the Jackie 1961, one of Gucci’s most popular bags, in its most recent edition. The actor takes up the role from numerous A-listers who have owned the bag over its 60+ year history, none more noteworthy than the ardent supporter after whom the accessory was eventually renamed: Jacqueline Kennedy, of course.
The former First Lady’s go-to purse in the 1970s was Gucci’s saddle bag, which was instantly recognisable because to its curved half-moon shape and distinctive piston mechanism. Images of Jackie fluttering around Manhattan with her leather tote in tow quickly elevated the bag to icon status.
Dakota is the perfect modern muse for this updated take on a house classic, from one enigmatic brunette to another. The advertising photography, taken by British photographer Glen Luchford, mirrors the kind of paparazzi photos that are so essential to contemporary celebrity culture while also illuminating Mrs. Kennedy Onassis’s long-standing love affair with the purse. Johnson is en approach to the gym carrying the basics of the modern It-girl: a yoga mat, car keys, water bottle, and a new cobalt-blue version of the Jackie 1961 dangling from her hip, as opposed to Jackie clutching her passport on her way out of the airport with her tote tucked under her arm.
Gucci has had tremendous success in recent years with their approach of reinventing vintage handbags. Princess Diana’s favourite bamboo handle tote was brought back in the summer of 2021 by the brand’s former creative director Alessandro Michele (who declared his departure in November following a tenure at the helm of the company that changed the industry). Similar to the late Diana’s style in the 1990s, which was her most assured and influential period in fashion, Michele updated the structured tote for the twenty-first century by adding neon leather belts that buckled around the distinctive bamboo handles and allowing customers to personalise their bags with letters and stars.
Meanwhile, the Jackie 1961’s growth has already won over a diverse range of famous admirers, including Jodie Turner-Smith, Harry Styles, and Gen-Z idol Amandla Stenberg. The most recent update includes three sizes—mini, small, and medium—in a variety of hues and materials, including natural grain, patent, and priceless leather. Dakota, a devoted Gucci lover, feels that the Jackie is the ideal purse. It’s quite stylish and a wonderful size. This year, get ready to see a tonne of actual paparazzi photos of this updated classic.
