Coach unveils ‘In My Tabby,’ a campaign, with Lil Nas X, Camila Mendes, Kōki, and Wu JinYan, celebrates the defining moments that make us who we are, featuring the brand’s iconic silhouette, the Tabby bag.
Reimagining and disrupting the popular “What’s In My Bag” phenomenon, the campaign redefines what we carry not just in terms of physical objects, but emotions—the experiences, personal journeys and aspirations that shape who we are—that we carry with us as we continue to create ourselves. 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. Stories of courage that are both authentic and accessible, these journeys capture the emotional message of self-creation central to “In My Tabby”—to inspire audiences to express and explore all of who they are. The campaign also powerfully redefines fashion as a platform to tell human stories, and bags as symbols for something much more meaningful than style or status.
At the center of the story sits the Coach Tabby, a modern icon the house has reimagined for the next generation’s spirit of individualism, fluidity and courageous self-expression. 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.