Coach Unveils The ‘In My Tabby” Campaign

Featuring Lil Nas X, Camila Mendes, Kōki and Wu Jinyan...

American heritage brand Coach has called upon Lil Nas X, Camila Medes, Kōki and Wu JinYan to front the new “In My Tabby” campaign. 

Image courtesy of Coach.

This season debuts an array of reimagined Tabby bags in bright shades and metallics for a campaign that seeks to disrupt the popular “What’s In My Bag” phenomenon through personal expression and the wearers themselves taking centre stage. Coach asks: what’s in your bag and how is that important to your journey? 

Photographed and directed by Charlotte Wales, ‘In My Tabby’ focuses on the stories and evolution of the star-studded cast behind the campaign. For each Lil Nas X looks ahead to the scope of his creative aspirations, Camila Mendes discusses what it means to be a Brazilian-American actress, Kōki looks to a possible new direction in life and Wy JinYan finds optimism in turning challenges into opportunities. 

At the heart of the campaign stands Coach’s iconic Tabby bag, a modern classic that has pulled the brand to the forefront of modern youth culture. Redesigned by Coach Creative Director Stuart Vevers, the archival bag maintains Coach’s Signature hardware from the 70s but explores new avenues of expression with a multitude of new designs and colourways that celebrate the fun origins of Coach.

Image courtesy of Coach.

“I’ve always believed that fashion should be about more than only style, it should be about community, and creating safe spaces where people feel free to express themselves,” said Coach Creative Director Stuart Vevers. “‘In My Tabby’ brings together our Coach Family and collaborators to celebrate stories of creativity and courage that embody our vision for Coach to inspire people to fully express all of who they are.”

Coinciding with the launch of the “In My Tabby” campaign, Coach will be activating a series of colourful pop-ups around the world where consumers can explore and discover an iteration of the Tabby that suits them best. A metaverse experience created for Decentraland’s Metaverse Fashion Week this month will allow users to go inside a Tabby bag, interact with digital artists and collect specially designed Coach Tabby wearables. Coach is also introducing a new “Made to Order Tabby” service where customers can fully customise and design their own Tabby from a choice of leathers, colours and hardware as the brand cements an idea of community and accessibility in luxury. 

Visit uk.coach.com

Image courtesy of Coach.
Image courtesy of Coach.
Image courtesy of Coach.
Image courtesy of Coach.
Image courtesy of Coach.
Image courtesy of Coach.
Image courtesy of Coach.
Image courtesy of Coach.
Image courtesy of Coach.
Image courtesy of Coach.
Image courtesy of Coach.
Image courtesy of Coach.

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