Trend-Proof and So Chic—This Is the Designer Bag Every Editor Wants
Many a Gucci bag has captured fashion hearts, but the Jackie is the ultimate editor and celebrity-approved choice. We break down exactly why the once-vintage classic has become a modern It bag.


Imani-Nia Francis-Tsolaki
During the 2020 fashion months, one accessory made a lasting impact: Gucci's new It bag, the Jackie. When Alessandro Michele first presented his groundbreaking autumn/winter 2020 collection, almost every look featured the iconic Jackie bag, confirming that it was set to become the next cult item from the heritage Italian fashion house. And, five years later, the Jackie isn't going anywhere, as the iconic bag has recently received a sleek new makeover.
Alessandro Michele's revamped Jackie's runway debut
What Is the Gucci Jackie?
If you recognise the name, it's probably because technically, this bag isn't new. The designer handbag was initially named after Jackie Kennedy and has been one of Gucci's hero pieces for decades, but it was relaunched last year with a twist. The Jackie 2.0 has the signature shoulder strap and gold clasp across the body, but instead of using statement logos or floral prints, these Jackies are all in simple, buttery-soft leather.
Is the Gucci Jackie in Fashion Now?
Who What Wear U.S. fashion editor Sierra Mayhew carries the white Gucci Jackie
The revived Jackie's colour palette isn't so quiet, though. You'll find the new bags in bright greens, bold reds and rosy pinks (which already have Harry Styles, Jodie-Turner Smith and Cate Blanchett's approval). Whilst there's a more traditional version available to buy right now in the iconic Gucci logo print, you can get hold of the bolder colourways on the Gucci site. This re-release is certain to increase the value of any original vintage Jackie bags, but right now, you can find dozens of them on resale sites like eBay and Farfetch.
Keep scrolling to see and shop Gucci's Jackie 2.0.
CELEBS WEARING THE GUCCI JACKIE BAG:
Hailey Bieber carries the Gucci Jackie in 2022
Harry Style is pictured with the Gucci Jackie in 2020
Dua Lipa is a fan of the red iteration.
Sienna Miller was spotted out last year with her apple-green Jackie
Claire Foy wears her timeless black Jackie with jeans, boots and a checked coat
Dakota Johnson with an updated Jackie style featuring a woven body and green top handle
SHOP THE NEW GUCCI JACKIE:
If you’re after a revamped take on the 1961 classic, look no further. With the brand's classic logo print, this one blends vintage charm with modern versatility for easy everyday wear. Style it with everything from baggy jeans to broderie anglaise dresses.
There's something so Gucci about this glossy oxblood hue that it has a name: Rosso Ancora.
Goodbye, leopard print; this zebra iteration is everything.
A solid investment bag.
She’s a showstopper. I can envision her turning heads with a headscarf and sequin dress in Ibiza.
Butter yellow is one of spring/summer 2025's key colour trends. This would look so sweet with a prairie dress and mesh flats for a soft, romantic summer look.
SHOP OTHER GUCCI BAGS WE LOVE:
I just love the Horsebit shoulder bag.
Such a gorgeous shade of olive green.
If you love large tote bags, this one's for you.
A classic design reimagined in a modern bucket silhouette. I’d style it with a babydoll dress and a pair of chic flip-flops for a summery look that works from day to night.
The perfect finishing touch to any laid-back look. I can see this with strappy flats, baggy jeans and an oversized white tee.
A new iteration of the Blondie that I absolutely love. The mix of raffia and leather makes it the perfect bag for all occasions, but especially for summer holidays.

Emma is a freelance fashion editor with over 15 years experience in industry, having worked at The Telegraph, Grazia and, most recently, British Vogue. Emma was part of the founding team of Who What Wear UK, where she worked for six years as Deputy Editor and then Editor—helping shape the team into what it is today is one of the biggest privileges of her career and she will always see herself as a Who What Wear girl, contributing to both the US and UK sites. Whether she's writing about runway trends or spotlighting emerging brands, she aims to write about fashion in a way that is democratic and doesn't promote over consumption.
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