There’s something immortal about Gucci’s It bags. Each marks a different moment in fashion history—from the Jackie to the Diana, every design has secured its place in the bag hall of fame. The latter, in particular, was popularised by Princess Diana when she toted it in her now-iconic gym get-up. You know the one: sweatshirt, biker shorts and yes, a Gucci bamboo bag. Today, the ageless image from 1996 reads like a mood board of 2021 style. Recently reissued as the Gucci Diana, it’s clear that the bag’s unexpected material still holds its appeal.
This immortality seems to be embedded in Gucci’s DNA. This. “It pretends to be old, but it’s like a baby every year.”
