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Coach launches ‘In My Tabby’ bag campaign with Lil Nas X, Camila Mendes, Kōki and Wu Jinyan

Tom Bottomley
16 March 2023

New York-based luxury fashion brand Coach has today unveiled a new campaign called ‘In My Tabby’, starring rapper Lil Nas X, actresses Camila Mendes and Wu Jinyan and model Kōki.

The campaign “celebrates the defining moments that make us who we are” and features Coach’s iconic ‘Tabby’ bag.

In the films, Lil Nas X explores his future creative aspirations, Camila Mendes shares her story of “embracing her multiple selves” as a Brazilian-American actress, Kōki sheds light on trying new paths in life and Wu Jinyan discusses turning career challenges into opportunities.

Envisioned by Coach Creative Director Stuart Vevers as a reimagination of an archival bag from the 70s, and featuring Coach’s signature hardware, the ‘Tabby’ “captures the brand’s quintessential American design language of character and craftsmanship for a new generation”.

Explored in recent years in a multitude of aesthetic iterations, the ‘Tabby’ has also garnered cultural resonance through TikTok, where it has gained a cult following.

Stuart Vevers said: “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. ‘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.”

Coach Global Chief Marketing Officer and North America President, Sandeep Seth, added: “‘In My Tabby’ is a continuation of our journey to tell stories and connect emotionally with our audiences through the ‘Courage to Be Real’, our brand purpose focused on inspiring courageous self-expression and exploring all of who you are.

“Today, we are only at the start of this journey, aiming to disrupt the traditional approach of putting the brand at the centre of everything, instead shifting our focus to the consumer.

“Our goal is to create an emotional connection with Coach’s consumers through storytelling rooted in insights about their lives, and creating human experiences at every touchpoint across channels. With everything we do, we want to inspire people everywhere to have the confidence to express themselves in their own way.”

Coach will additionally bring ‘In My Tabby’ to life around the world with experiences inspired by the campaign’s message, including a series of colourful pop-ups and activations where customers can explore and discover the ‘Tabby’ bag that best fits their personality and style.

There’s also a metaverse experience created for Decentraland’s Metaverse Fashion Week this month, where users go inside a Coach Tabby bag and discover a world where they can interact with digital artists and collect Coach Tabby wearables designed in collaboration with AR fashion platform Zero10.

Coach will also introduce a new ‘Made to Order Tabby’ service where customers can design their own Tabby with a choice of leather, colours and hardware, offering the traditionally exclusive luxury experience of designing your own bag to customers at an accessible price-point, “further highlighting the Coach Tabby as the bag that’s truly for everyone”.

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