Coach ‘In My Tabby’ Campaign Features Various Likes
Coach has been hitting the rocks since its rebranding and we’re here for it. The brand has been producing iconic pieces perfect for its modern audience and what is deemed as fashionable these days, claiming to be the forerunner of affordable luxury.
The latest ‘In My Tabby’ campaign champions courage and self-expression and features the likes of Lil Nas X, Camila Mendes, Koki, and Wu Jinyan. The campaign emphasises the idea that what we carry makes us stronger by using Coach Family’s personal stories. These tales are told in “In My Tabby” through the prism of identity, ongoing change, and the journeys of the cast members to become everyone they are today.
The campaign showcased an online phenomenon of ‘What’s In My Bag’. However, Coach strives to convey personal feelings like emotions, experiences, personal journeys, and aspirations rather than tangible objects. In the one-minute video, Lil Nas X is seen delving into his future aspirations, while Camila Mendes embraces her multi-culture as a Brazilian-American. Koki hones on stepping out of her comfort zone, and Wu JinYan tackles opportunities from career obstacles.
The emotional message of self-creation at the heart of “In My Tabby” is captured in these journeys of courage that are both real and approachable. They aim to encourage audiences to express and explore all of who they are. The campaign also effectively reimagines bags as symbols for something far more significant than style or status and fashion as a platform to tell human stories.
The ‘In My Tabby’ campaign presented a new sense of personal empowerment. As mental health and personal well-being are more talked about in recent years, it is heartwarming to witness the revered Coach impart a vulnerable message.
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