Coach’s New Campaign is a Celebration of Courage and Self-Expression

The Coach "In My Tabby" campaign features Lil Nas X, Camila Mendes, Kōki, and Wu JinYan.

Coach "In My Tabby" campaign featuring Lil Nas X, Camila Mendes, Koki and Wu JinYan. 

Coach continues its message of courage and self-expression through its latest campaign featuring Coach Family members Lil Nas X, Camila Mendes, Koki and Wu JinYan. Directed by Charlotte Wales, the campaign, titled "In My Tabby" underscores the importance of constant evolution and persistence. Featuring the iconic Tabby bag, the campaign redefines the meaning of physical objects through experiences, personal journeys and aspirations that lead to change and ultimately, growth.

“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,”—Coach Creative Director Stuart Vevers

In the campaign, each personality share their personal stories of courage and authenticity to inspire fans and audiences around the world. Throughout the campaign, the iconic Coach Tabby bag takes centre stage, a symbol of individuality, fluidity and courageous self-expression. The bag takes its shape from an archival '70s design and features the Coach signature hardware. Now reimagined for a new generation, the Tabby bag has evolved and like the personalities featured, continues to grow and garner cultural resonance.

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Coach "In My Tabby" featuring Wu JinYan.

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