No Doubt: These Iconic Gucci Bags Will Always Be the Height of Chic

It bags may come and go, but when buying a designer handbag and parting with such a significant amount of money, you want to be certain that it's something that is truly deserving of the title of "investment piece". This is an item that you want to have by your side for years, if not decades. Yes, love is a big part of it, but this is also a purchase that requires a certain amount of research and consideration. There are certain heritage houses that are known to hold their value but that also create timeless, beautiful designs that ensure their key styles are continued for decades. Gucci is one of these very labels.


(Image credit: @bubblyaquarius)

Looking through a Gucci collection is like diving into an eclectic dressing-up box—you're met with more crystals, bold colours, wacky prints and feathers than you'd see at an Elton John concert. Gucci's former creative director Alessandro Michele's vision for the brand might have been flamboyant, but his appreciation of the history and love for the classic heritage pieces of the Italian house helped truly reimagine the brand. "I love this brand. It's an amazing platform," he told Another magazine. "It's a brand that has the most amazing history and the most contemporary appeal. It's like a very beautiful old lady that you can't resist—every day, you discover something new."

As with any luxury fashion house, handbags are a significant part of the business, and Michele over his seven years at the helm of Gucci revisited neglected designs and styles from the archive. There is certainly a rich history, as the brand started creating GG canvas suitcases in the 1930s, and the likes of Elizabeth Taylor, Princess Diana, Grace Kelly and Jackie Kennedy all had Gucci handbags.

There are six handbag styles, in particular, which we believe have true staying power. Especially since Michele's recent departure and the subsequent appointment of Sabato De Sarno, the former's styles are not just chic for today, but bound to become collectors items. So, keep reading for an introduction to their history and then shop the best Gucci bags below.

The History of Gucci Bags:

It was way back in 1921 when the first Gucci boutique opened its doors and the birth of a legendary brand was born. But, it wasn’t until the 40s that the now iconic bamboo-handle bag arrived on the scene, starting what would be a revolution in La Dolce Vita style around the world. The Horsebit followed in the mid 50s, followed by the Jackie and the Attache. Fast-forward to the noughties and it was the Soho Disco that really made waves, appearing on the shoulders of every influencer, celebrity and fashion editor in all the fashion capitals of the world. Now, styles like the Marmont, Dionysus and Aphrodite are among the most popular, as well as reimaginings of the Jackie and Horsebit, which nod to the original iterations but have added, chic modern twists.

1. Gucci 1955 Horsebit


(Image credit: @lefevrediary)

Style Notes: The 1955 Horsebit Bag is one of the more recent launches from the house and is based on archival designs from 1955. It has a simple saddle-shaped silhouette, with an elegant flap and equestrian-inspired horsebit hardware. Thanks to its classic design, this is an It bag that has longevity. It comes in simple leather versions and printed versions with leather trims.

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2. Gucci Jackie


(Image credit: @emilisindlev)

Style Notes: The Jackie is another archival piece from the ’60s. It was initially named after Jackie Kennedy and has been a hero Gucci item for years. Back in 2020, it was relaunched with a bit of a makeover—pastel leather options, as well as the classics, and cleaner lines with an additional strap and, of course, that iconic gold clasp. Years on and it's still one of the brand's bestsellers. Harry Styles has one in black.

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3. Gucci Dionysus


(Image credit: @maria_bernad)

Style Notes: The Dionysus is one of Michele's own designs for the house. Although a modern classic, it has a touch of his vintage, eccentric flair. The shoulder bag has a flap fixed with a tiger-head clasp, which is a nod to the Greek god Dionysus, who crossed the river Tigris on a tiger.

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4. Gucci Marmont


(Image credit: @slipintostyle)

Style Notes: Centred around the brand's archival GG symbol, the Gucci Marmont line includes totes, shoulder bags, bucket bags, circular shapes and mini designs. Some of the line's most popular models come in classic cream and black leathers, seen on the likes of @slipintostyle.

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5. Gucci Ophidia


(Image credit: @amagodson_a)

Style Notes: Ophidia is a line of bags that debuted on the Cruise 2018 catwalk at the Pitti Palace in Florence, and features the iconic inlaid 'Web' detail and a shiny gold GG Marmont tab. A great option for those who like the brand's more retro-inspired pieces.

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6. Gucci Diana


(Image credit: @estellechemouny)

Style Notes: One of the most recent re-imaginings from the brand, the Gucci Diana features a distinctive bamboo handle, which was first presented by the House in 1991. The bag was reimagined by Alessandro Michele in three different sizes with removable, neon leather belts, which is a nod to the functional bands that once came with the original bag to maintain the shape of the handles.

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This story was published at an earlier time and has since been updated.

Next Up: Behold: The 11 Most Iconic Chanel Bags of All Time

Emily Dawes
Affiliate Editor

Emily Dawes is the very definition of a fashion multi hyphenate. An editor, stylist and writer with over eleven years’ worth of experience in the industry, Emily is known for her impeccable taste, elegant outfit choices and being able to spot the next big thing in fashion from a mile off. Our readers loyally trust her advice and shopping suggestions; so much so she began her own column documenting the most expensive-looking pieces on the high street, which has become a top-performing piece of content for the Who What Wear brand.

Emily has worked for Who What Wear UK since 2020 in a myriad as roles, spanning from contributing editor and branded content editor. Now, she holds the position of affiliate editor and is responsible for the brand’s overall affiliate strategy, ideation and content execution. Working closely with Who What Wear UK’s affiliate manager, Emily has been instrumental in securing and nourishing brand partnerships, surpassing her goals as standard. Leading the team in tentpole shopping moments including Black Friday and Peak Trading, with Emily’s guidance and leadership, team Who What Wear is in a stronger affiliate position than ever before.

Prior to joining the Who What Wear team, Emily served as YOU Magazine’s acting fashion editor where she managed the fashion team and oversaw all fashion content output for the fast-paced weekly title. Emily is a stylist in her own right, having worked with a slew of VIP clients including writer and television personality, Elizabeth Day, as well as styling and art directing several celebrity cover shoots for glossy print publication, Grazia. Her adept fashion knowledge means brands regularly sought out to work with her as a consultant: previously she has developed marketing and content plans for brands for Cocoon and Edge of Ember. Before entering the industry, Emily obtained a Bachelor of Arts in English and American Studies with International Study from Nottingham University. Fun fact: Emily spent a year studying in America which saw her join a sorority during her time there.

When she’s not working or tracking down the chicest, new-in items to share with our audience, you’ll find Emily bestowing her East London home with her stylish flair, reading everything from the classics to cowboy romance novels and escaping to the country with husband, baby boy and dog, Roo, whenever she can.

Emily is currently on maternity leave.