It's no secret that the mere mention of her name against a product can catapult it into consumer awareness in no time. So who can blame Gucci for using Kate Moss to front its latest campaign for the Jackie Bag, named after the equally iconic Jacqueline Kennedy Onassis, who was often captured by photographers wearing that style. It was reintroduced to the label by Creative Director Frida Giannini in 2009. 
A short film will be revealed today via the brand's social media networks, which will dedicate the rest of the week to the accessory. 
In the film, Moss is seen being chased by paparazzi in Rome, clutching the Jackie Soft, 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."