Kate Moss features as celebrity hounded by the paparazzi in film by Gucci

Kate Moss has been chosen to launch Gucci's new 'Jackie Soft' tote bag

Kate Moss celebrated her 40th birthday this year, but that hasn't stopped luxury fashion brands hiring her to launch their exotic products. Indeed, she has been chosen to launch the brand's new 'Jackie Soft' bag, inspired and named after the iconic Jackie Kennedy Onassis.

Aiming to convey Gucci's jet-set style, the fast-paced film sees Kate as a glamorous celebrity hounded by the world's media. As if she wasn't already well versed in how to deal with them!

So it's no surprise that Gucci turned to her when they needed someone to make the act of being chased by them look effortlessly stylish. She stars in the fashion house's new short film that celebrates the iconic 'Jackie' bag, which was originally called the 'Bouvier' bag, but renamed in honour of Jackie Kennedy Onassis after she adopted it as her signature style and was regularly seen carrying it. The style was reintroduced by creative director Frida Giannini in 2009.

Set to the dynamic 'A Lizard State', performed by King Krule, the short film the short film features Moss flitting around Rome's Tiburtina railway station, alongside male model Clement Chabernaud, wearing pieces from Gucci's autumn/winter 2014 collection and carrying a series of Jackie bag and shot from the perspective of a paparazzi pursuing Kate Moss around, none other than the beautiful city of Rome. 

The Jackie bag comes in 10 different variations, and retails at 1,980 pounds.

"I have always admired Kate - she is an icon of today," creative director Frida Giannini said. "A trendsetter, an independent woman and absolutely contemporary. She embodies my autumn-winter collection as a sophisticated woman who dresses to please herself rather than others."