A look inside the Gucci Jackie 1961 bag's history
How a Jackie Kennedy favourite became one of fashion's biggest staple bags of today.
Celebrities have long been used as muses for some of fashion's most luxurious bags, but one bag, in particular, continues to be a staple within the fashion community and is eternally sought after for its classic appeal: Gucci's Jackie Bag.
Initially named the "Fifties Constance," the new name was coined once Jackie Kennedy was famously photographed holding the purse to her face after running into the paparazzi.
However, it was not just Kennedy sporting the bag that solidified its ties to the stylish First Lady, but the chic purse perfectly encapsulated Kennedy's sense of style — refined, versatile, and luxurious. The bag had become a part of her uniform, so much so that she owned multiple colours. It was more uncommon to find her without a Constance tucked under her arm than with one. So it was only a matter of time until "Fifties Constance" ceased to be and the "Jackie Bag" took its place.
It may have been Kennedy who popularized the bag, but it takes more than a single celebrity to maintain such commercial success. Perhaps it was due to the fact that the Jackie Bag was unlike anything else on the luxury market. In the '60s, statement purses reigned such as Bottega Veneta's intrecciato weaved bags and Paco Rabanne's chainmail purses. Unlike its luxury counterparts, the boho-style crescent-shaped bag was significantly more subdued, with no flashy logos or decadent embellishments. In other words, it was a piece to wear for every occasion.
Once bohemian fashion became a defining style in the '70s, the Jackie Bag perfectly fit in with its high versatility. Even after decades went by, the bag continued to be a staple, having yet to be dethroned from its title as one of Gucci's signature pieces.
Today, the Jackie Bag has endured minimal changes—a testament to its timelessness—with nothing more than subtly updating to a geometric-shaped buckle in 1999.
That is not to say there haven't been various reiterations of the bag throughout the years; the New Jackie featured in 2009 brought back the piston lock; 2014's Jackie Soft provided a slouchier silhouette compared to past versions (and had a major campaign starring Kate Moss; Alessandro Michele revived the Jackie Bag in 2020 with modern updates of a smaller size and sleeker colour palettes. It was from Michele's reissue that the Jackie Bag is now referred to as the Jackie 1961, as an ode to its original roots. The Jackie 1961 also made its appearance in Gucci's Cruise 2023 collection.
Channeling Kennedy's paparazzi moment, various celebrities have been photographed carrying their own Jackie 1961 bags, including Dakota Johnson, Margot Robbie, Dua Lipa, Elle Fanning, Jodie Turner-Smith, Natasha Lyonne, and Cate Blanchett.
The Jackie 1961 is one of fashion's most cherished gems, as treasured as the very woman it was named after.
