The fashionable it bag from the sixties ‘The Jackie’ is back!

Think of Jacqueline Onassis and a certain uniform comes to mind.

There are the famous sunglasses with bugs, a beige raincoat tied sharply at the waist, maybe a silk scarf.

Finally, there is the bag; an elegant, trapezoidal shoulder bag that rests neatly in the crook of her arm.

The bag was by Gucci and became an instant bestseller as soon as it was seen on the hand of the former first lady in the 1960s.

The first lady of fashion: Jackie O with original style

The new face of the Gucci bag: Dakota Johnson

Jackie is back! On the left, the first lady of fashion Jackie O with original style; on the right is the new face of Gucci’s Dakota Johnson bag

The bag was by Gucci and became an instant bestseller as soon as it was seen on the hand of the former first lady in the 1960s

The bag was by Gucci and became an instant bestseller as soon as it was seen on the hand of the former first lady in the 1960s

In fact, it is rumored that insiders at the Italian fashion house referred to it as Jackie (despite its official name being Constance) even before it was officially christened in 1964.

For many years, the Jackie 1961 was one of the most famous handbags seen on the world’s A-listers. But over the last few decades it has fallen out of favor.

In 2020, Gucci’s then-creative director Alessandro Michele reinvented the bag, debuting it in the men’s collection in poppy colors to appeal to a younger, more modern, gender-neutral audience. It also came in a variety of sizes, ranging in price from £1,770 to more than £3,000.

Gucci was confident he had another bestseller on his hands. Then came Covid and suddenly luxury goods became redundant. Who needed a £3,000 purse sitting at home?

But now, thanks to a new campaign launched this week for that 2020 version, it’s back in style, with recent fans ranging from Hollywood royalty (Cate Blanchett and Dakota Johnson) to Gen-Z idols (actress Kaia Gerber ).

However, his biggest — and perhaps most influential — fan seems to be none other than singer Harry Styles.  He prefers a black, leather Jackie outfit worn over the body

However, his biggest — and perhaps most influential — fan seems to be none other than singer Harry Styles. He prefers a black, leather Jackie outfit worn over the body

Actress Sienna Miller with a bag

Model Alexa Chung is also a fan

But now, thanks to a new campaign launched this week for that 2020 version, it’s coming back in style. Fans: actress Sienna Miller (left) and model Alexa Chung

In 2020, Gucci's creative director at the time, Alessandro Michele, reinvented the bag.  Early adopter: Cate Blanchett 2020

In 2020, Gucci’s creative director at the time, Alessandro Michele, reinvented the bag. Early adopter: Cate Blanchett 2020

However, his biggest — and perhaps most influential — fan seems to be none other than singer Harry Styles. He prefers a black, leather Jackie outfit worn over the body.

I’ve been a fan of Jackie since former Gucci creative director Tom Ford reimagined her for the millennium.

His version had harder lines than the original and a thick double strap, but I dreamed of having it in classic black with a silver buckle. Unfortunately, in 2003, my salary could only stretch to a knock-off version bought at a market in Turkey.

I wore it to every job interview and opening party during that period of my life. And it almost always worked.

You see there is something truly genius about Jackie. Its crescent shape fits the body perfectly; tone it down with a smart, gold piston clasp and you have a bag for all seasons and scenarios.

This time Gucci made it for the modern woman and man — interestingly, it was originally conceived as a unisex bag. It also comes in several sizes, with a cross-body strap for those times when you need to be hands-free, because life now requires you to hold a coffee in one hand while typing an email on your phone in the other.

Bags, like fashion trends, come and go. The key is to know which ones will never date you or themselves. Sixty years later, Jackie is that rare thing: an It bag that will go the distance.

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