Everyone knows the story : in 1964 Jackie Kennedy, icon of elegance, fell hopelessly in love with a supple shoulder bag created by Gucci. She didn’t just buy one but six bags in one fell swoop, in different sizes and colors, that she would go on to sport in all the four corners of the Earth. Her addiction encouraged Gucci to rename the bag after its famous owner.
And so the legend began. Thanks to this relatively banal anecdote, the well named “Jackie” has earned a special place within the Gucci brand. In 2009, they decided to breathe new life into the myth by releasing the New Jackie. So what’s so new ? A new look, new colors, new materials ? The truth is that this remastered Jackie feels so fresh because it’s innovative. No notable changes in appearance here ; it’s the underlying philosophy that’s radically different.
Consuming luxury articles in a different way : this is the brand’s mantra from here on. The New Jackie’s launch aims to promote the brand’s new eco-responsible attitude. Gucci built itself on values of quality : Italian artisanal fabrication first and foremost. These values are now expanding themselves to include respect for the environment. Gucci’s latest line intends to, according to its own words, “interpret modern desire for sustainable objects in a responsible way”.
And so the New Jackie was fabricated with leathers who’s cultivation involved zero deforestation. It also possesses, like all the other pieces in the collection, a pamphlet retracing the precise history of the supply chain from the birth of the cow until the finished product. Buying Gucci means buying responsible.This revisited icon is easy to fall for, especially since it’s also good for the planet !
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