Fashion house COACH unveiled its In My Tabby campaign featuring Lil Nas X, Camila Mendes, Kōki, and Wu JinYan lensed by fashion photographer Charlotte Wales. In charge of styling was Clare Byrne, with set design from Lauren Nikrooz, and movement direction by Stephen Galloway. Beauty is work of hair stylists Coree Monero (Lil Nas X), Owen Gould (Camila Mendes), Rie Shiraishi (Kōki), and Cici Wang (Wu Jinyan), makeup artists Grace Pae (Lil Nas X), Jen Tioseco (Camila Mendes), Rie Shiraishi (Kōki), and Cici Wang (Wu Jinyan), and manicurists Temeka Jackson (Lil Nas X), and Vanessa Stern (Camila Mendes). The campaign celebrates the brand’s iconic silhouette, the Tabby bag.
“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. Explored in recent years in a multitude of aesthetic iterations, the Tabby has also garnered cultural resonance through TikTok, where it gained a cult following.” – from Coach
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. ‘In My Tabby’ 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. – Stuart Vevers, Creative Director of Coach
‘In My Tabby’ is a continuation of our journey to tell stories and connect emotionally with our audiences through the Courage to Be Real, our brand purpose focused on inspiring courageous self-expression and exploring all of who you are. Today, we are only at the start of this journey, aiming to disrupt the traditional approach of putting the brand at the center of everything, instead shifting our focus to the consumer. Our goal is to create an emotional connection with Coach’s consumers through storytelling rooted in insights about their lives—and creating human experiences at every touchpoint across channels. With everything we do, we want to inspire people everywhere to have the confidence to express themselves in their own way. – Sandeep Seth, Coach Global Chief Marketing Officer and North America President