Vera Bradley partners with Rockettes for Original 100 duffel bag
Fashion and lifestyle brand Vera Bradley has partnered with the Radio City Rockettes to reimagine its Original 100 Handbag for the upcoming holiday season.
Part of Vera Bradley_s 2025 winter collection_ the partnership sees the American icon_ the Rockettes_ who are celebrating their 100th anniversary this year_ come together to create a series of new prints that reflect the two companies_ shared values of sisterhood_ empowerment_ and individuality_ which have been applied to the reissued Original 100 handbag.
The bag_ named after its original style number_ is inspired by the quilted duffel bags that co-founder Barbara Bradley Baekgaard made for her daughters while they were in college. The Original 100 was also Vera Bradley_s first design when the brand initially launched in 1982_ making it a significant part of the brand_s heritage.
“The Original 100 Handbag was the very first style we ever created_ and it holds such a special place in Vera Bradley_s story_” said Barbara Bradley Baekgaard_ Co-Founder of Vera Bradley. “To see it return today_ alongside the iconic Rockettes who have delighted audiences for 100 years_ is a beautiful celebration of legacy and the power of women coming together. It_s an honor to look back on where we started while creating something special and meaningful for a new generation.”
To further mark this partnership_ the Rockettes will appear with Vera Bradley_s Original 100 Handbag on the brand_s social media via a dedicated campaign throughout the holiday season. The campaign celebrates both the Rockettes_ 100th anniversary and Vera Bradley_s enduring style.
The collaborative launch comes as the brand continues to execute its revitalized turnaround strategy to bolster its market position. Announced last summer_ the plan includes reintroducing iconic styles_ re-engaging loyal customers while drawing in new shoppers by focusing on what the brand does best_ using data to guide decisions_ and executing store closure plans effectively.
The Original 100 handbag_ retailing between 75 and 135 dollars_ is now available in six patterns: Flowering Paisley Goji Berry_ Chambray_ Greenbirds_ Rachel Ditsy_ Mistletoe_ and Star Patchwork online and in selected stores nationwide.