FASHION
COACH WANTS TO KNOW WHAT’S IN YOUR BAG
MARCH 15, 2023
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WORDS
by LYNNE ANNE FAY
PHOTOGRAPHY
by CHARLOTTE WALES
Coach has just unveiled their latest campaign titled “In My Tabby,” which celebrates the defining moments that shape us as individuals. The campaign features the brand's iconic Tabby bag and showcases the personal narratives of Coach Family members Lil Nas X, Camila Mendes, Kōki, and Wu JinYan, highlighting how what we carry with us shapes who we are.
Coach “In My Tabby” featuring Camila Mendes
The “In My Tabby” campaign reimagines the popular “What’s In My Bag” trend and expands it to include emotional baggage, such as personal journeys and aspirations. Through the lens of identity, constant evolution, and self-discovery, the cast's journeys capture the emotional message of self-creation. The campaign aims to inspire audiences to express and explore all facets of themselves, showcasing fashion as a platform to tell human stories and bags as symbols of self-expression rather than just style or status.
Coach’s Creative Director, Stuart Vevers, believes that fashion should be about more than style; it should be about community and creating safe spaces where people can express themselves freely. “In My Tabby” is a continuation of Coach’s journey to inspire courageous self-expression and explore all aspects of oneself. Coach’s Chief Marketing Officer and North America President, Sandeep Seth, aims to create an emotional connection with Coach's consumers through storytelling rooted in insights about their lives.
