Gucci presents the new Jackie 1961 campaign starring Dakota Johnson

January 9, 2023

Gucci Dakota Johnson Jackie 1961 campaign

Dakota Johnson stars in a new Gucci film and campaign that revisits the emblematic Jackie 1961 handbag storied origins. Debuting in 1961, the handbag’s perpetual presence on the arms of celebrated figures around the world crystallized its everlasting association with its signature sophistication.

Dakota Johnson

Dakota Johnson makes her way through everyday moments in Los Angeles with different versions of the Jackie 1961, each with its personality, each perfectly paired to the occasion. The film and imagery, captured by Glen Luchford, pay homage to the style’s storied origins as spontaneous snapshots highlight the silhouette’s intrinsic versatility and enduring elegance, reflecting a state of co-existence that spans decades and personas.

Dakota Johnson Gucci  Jackie 1961 handbag

The Jackie 1961

Following a distinguished line of reiterations, each emblematic of its time, today’s Jackie 1961 emerges to transcend the traditional with its sleek silhouette and universal attitude. The selection is presented in three different sizes—mini, small, and medium—in a wide range of colors that highlights the design’s inherent versatility. Clean lines focus on the unique piston closure, the quality of the material itself, whether natural grain, patent, or precious leather, or the emblematic GG Supreme canvas. A longer, removable shoulder strap, either in leather or as a chain, enhances the Jackie 1961’s adaptable personality and practicality. Within each collection, the House introduces creative interpretations, including in woven raffia and straw and with velvet tapestry patterns for Cruise 2023.

The original model introduced in 1961 became expressive of the 1960s and 1970s jetsetter lifestyle for which Gucci was known, and new sensibilities were brought to the signature style in 1999 and 2009, drawing from a contemporary intuition and attitude and ever-assuming new characters that defy definition.