Gucci Jackie soft bag (2014)

Bonjour fashion lovers.

Let's go back in time and stop at 2014. Do you remember Gucci's advertising campaign for the Jackie Soft handbag featuring Kate Moss?

The creative director was Frida Giannini (whose aesthetic continues to inspire me even now), and she had reintroduced the iconic Jackie handbag with its piston closure a few years prior.

In the video, Kate, wearing Gucci outfits from the 2014/15 collection, is pursued by paparazzi (much like Jackie Kennedy was), and she takes refuge behind her handbag in a glamorous, jet-set style getaway.

It's wonderful to see an independent, sophisticated, and contemporary femininity – a femininity that we might find again with De Sarno leading Gucci.

I'm in love with it.

Emanuela Formoso
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