In the 50’s and 60’s Jackie O. was never seen in public without her iconic hobo-style Gucci bag. Even when she became First Lady at the side of John F. Kennedy in 1961, she held fast to her beloved bag. By this time, she had dozens of these in all colors to match her outfits. Her White House advisers said she should get rid of them, and that they were an image problem because they were made in Italy, not the United States. Guccio Gucci debuted the bag in Italy in 1947, presenting it as the Constance with leather tassels and a vertical closure. When Gucci found out how much Jackie loved the Constance and how she brushed aside the criticism from her advisers, he soon renamed the bag the Jackie Bag - a star was born.
Source: For The Love of Bags Book