MILAN — Gucci has tapped Kate Moss for a digital short film dedicated to the Jackie Bag, for fall.
The film will be unveiled Monday on the brand’s social media networks, which will dedicate the week to the accessory.
This story first appeared in the September 8, 2014 issue of WWD. Subscribe Today.
The Jackie Bag, named after Jacqueline Kennedy Onassis, who was often captured by photographers wearing that style, was reintroduced by creative director Frida Giannini in 2009.
In the film, Moss is seen being chased by paparazzi in Rome, clutching the Jackie Soft against the flashes, for example. Moss is flanked by Clement Chabernaud.
“I have always admired Kate — she is an icon of today,” said Giannini. “A trendsetter, an independent woman and absolutely contemporary. She embodies my fall-winter collection as a sophisticated woman who dresses to please herself rather than others.”
The director’s cut will live on Gucci’s YouTube Channel, and a 10-second version will appear in select expandable banner-ad units as part of a worldwide digital media rollout. The digital short will also appear on CNN International, both on television and online, from Sept. 15. The online campaign will include homepage ownership of CNNi.com.