Gucci presented its Jackie 1961 Spring Summer 2023 handbags campaign, starring actress Dakota Johnson.
Luxury fashion brand Gucci is in the spotlight again due to its recently launched campaign with actress Dakota Johnson as the main star. The Italian fashion house’s Creative Director Alessandro Michele has unveiled his latest Jackie 1961 Spring Summer 2023 handbags campaign to pay homage to its iconic handbag of the House of Gucci that first debuted in 1961. Named after the incredibly chic former first lady, Jacqueline Kennedy, The Jackie handbag is now a style symbol and synonym of Kenney’s lifestyle.
“A longstanding signature within the House’s collections, ‘The Jackie’ experienced a well-chronicled rise to icon status on city streets. It is precisely in this context that Dakota Johnson finds herself in the latest Jackie 1961 campaign, beginning a new chapter for the House’s signature design. With its sleek silhouette and universal attitude, the Jackie 1961 bag assumes a contemporary character that defies definition. In the imagery captured by Glen Luchford, Johnson echoes the intrinsic versatility of the bag as she makes her way through everyday moments in Los Angeles with different versions of the Jackie 1961, each with its own personality, each perfectly paired to the occasion, no matter the hour, no matter the destination.” – from Gucci.
The latest Jackie 1961 Handbag campaign also features actress Dakota Johnson in a film that immerses her in the many worlds of the Jackie 1961. Captured by fashion photographer Glen Luchford, the video and images perfectly reflects and chronicle the eras of the Jackie handbag while Dakota embodies the elegance and the style needed for this campaign, catapulting the campaign and the handbag into a new era. In charge of art direction was Christopher Simmonds, with styling from Mel Ottenberg. Beauty is work of hair stylist Mark Townsend, and makeup artist Georgie Eisdell.
In the scenes, we can see Dakota dining with friends, jetting to work out, making her way through Los Angeles wearing multiple versions of the iconic Jackie 1961 handbag. The different versions of the handbag are presented in different sizes (mini, small, and medium) with a focus on clean lines, distinctive piston closure, and the material’s quality, along with a set of modern ranges and styles that fit the bag’s versatility. We can also see Dakota picking out flowers in matte black, having a casual lunch in maroon, going to yoga in crocodile cobalt, and visiting The Viper Room in a dual-tone snakeskin design. The video captured via camcorder video, plays with the same setting in grainy motion picture complete with an indie rock soundtrack to boot, totally paying the reminiscent time of the early 2000s.
The new Jackie 1961 handbag by Gucci will be available in different fabrications, colours and in three sizes – mini, small, and medium. Not only the campaign marks an iconic new moment for Gucci 2023, but it also provides the Maison to look back to its heritage and pay homage to its roots while paving its exciting future.