Coach is letting us peek inside the Lil Nas X and Camilla Mendes universe with new campaign.
What is inside your bag of life - physically and metaphorically? Coach is giving us a peek inside of what Lil Nas X, Camilla Mendes, Kōki, and Wu JinYan carry in their Tabby bags with their newest campaign all about the curious nature of what we carry on the daily and more - not just physical items but emotionals, experiences, and personal stories. Photographed and directed by Charlotte Wales, the campaign follows the individual stories within the Coach universe, in a quirky nod to the widely obsessive culture of hauls online - Lil Nas X explores his future creativity, Camila Mendes shares her story of embracing her multiple identities as a Brazilian-American actress; Kōki sheds light on trying new experiences in life; and Wu JinYan discusses turning career challenges into opportunities.
IMAGES: COURTESY OF COACH
Furthermore, Coach is aiming to explore further each of our own personal universes by hosting a series of events and activations across the world, where you can select, customise and embellish your very own Tabby bag, so it fits you perfectly. If you are a Metaverse enthusiast, the brand will host an event during Metaverse Fashion Week, giving users the opportunity to collect wearables and interact further with the digital artists in collaboration.
Watch the video below and explore more of Coach’s #InMyTabby on www.coach.com and in stores worldwide.