Dive deep with Lil Nas X, Camila Mendes, Kōki, and Wu JinYan as they explore what makes them who they are in this Coach campaign.

Continuing its narrative to champion self-expression and freedom, Coach unveils its latest campaign, titled "In My Tabby", with the Tabby bag as the star.
Reimagining the popular "What's In My Bag" concept, the new campaign gathers the Coach Family - Lil Nas X, Camila Mendes, Kōki, and Wu JinYan - to share the stories of their journey of self-discovery, evolution, and what makes them the person they are today.
Instead of focusing on physical materials, Coach dives deep into exploring the emotions and memories each individual carries with them that are accumulated through their various experiences, personal journeys and aspirations.

The "In My Tabby" campaign is a continuation of Coach's journey with their "Courage To Be Real" concept, extending into a deeper level of belief and understanding.
On the campaign, creative director Stuart Vevers says, "I&rsquo;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. &lsquo;In My Tabby&rsquo; 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.&rdquo;

On the Tabby bag, it has truly evolved into a main staple within the Coach varied selection of iconic bags. A reimagination of an archival bag from the 70s and featuring Coach&rsquo;s Signature hardware, the Tabby bag of today epitomizes what the American brand stands for - from its design language to craftsmanship and its relatability with the new generation of consumers.
With a viral presence on social media platforms, the Tabby bag has seen various reiterations through the past few years and continues to stand out as a crowd favourite among generation MZ.
Scroll down to see exclusive campaign videos of Lil Nas X, Camila Mendes, Kōki, and Wu JinYan:

Discover more about the Tabby bag at <a href="http://www.coach.com">www.coach.com</a>.

FILM &amp; PHOTOGRAPHY CREDITS: Director &amp; Photographer: Charlotte Wales Set Designer: Lauren Nikrooz Stylist: Clare Byrne Movement Director: Stephen Galloway Hair: Coree Monero (Lil Nas X), Owen Gould (Camila Mendes), Rie Shiraishi (Kōki), Cici Wang (Wu Jinyan) Makeup: Grace Pae (Lil Nas X), Jen Tioseco (Camila Mendes), Rie Shiraishi (Kōki), Cici Wang (Wu Jinyan) Nails: Temeka Jackson (Lil Nas X), Vanessa Stern (Camila Mendes) Creative Agency: Save Our Souls Creative Strategy: Mandai Loop

The Coach Family gathers for the new "In My Tabby" campaign

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