Quickly absorbed into the cultural consciousness since its debut in 1961, the Jackie bag is nothing short of supreme. Seen on the arms of a whole host of famous figures, the latest celeb to tote the Jackie around is Dakota Johnson in Gucci’s new campaign. Melding together sophistication and star power – the latest Jackie bag has arrived.

As Gucci propels itself into a new chapter, Johnson is the face of this metamorphosis. In a campaign lensed by Glen Luchford, the imagery features the actress making her way through everyday life in Los Angeles, toting around various versions of the Jackie. Each fit to an array of occasions, these snaps embody the bags’ different personalities.

Drawing from the archives, the campaign and accompanying film pay homage to the Jackie’s roots; it was through candid paparazzi pictures that the Jackie was introduced to the public. Cutting a versatile silhouette, and possessing an enduring elegance – the everlasting timelessness of the Jackie is laid out on display.

Spanning decades, generations, and trends – the new Jackie 1961 bag comes at the perfect time. Carrying the thread of the original piece, these new iterations have been crafted up in three different sizes. From mini, and small, to medium – these new forms span a range of captivating colours. Drawing the eye to the piston closure, the bag’s clean lines also direct attention to the quality of the material itself. Presented in natural grain, patent, leather, or the instantly-recognisable emblematic GG x Supreme canvas – the bag’s versatility is highlighted to the utmost degree.

Ever-evolving yet traditional at its core, the new Jackie 1961 is a leap forward in the fashion landscape.

To watch the campaign film head below, and to purchase — head here…