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.