Coach today unveiled “In My Tabby,” a campaign that celebrates the defining moments that make us who we are, featuring the brand’s iconic silhouette, the Tabby bag.
Directed and photographed by Charlotte Wales, the campaign underscores the message that what we carry makes us stronger through the personal narratives of Coach Family, including Lil Nas X, Camila Mendes, Kōki, and Wu JinYan. “In My Tabby” tells these stories through the lens of identity, constant evolution, and the journeys of the cast to become all of who they are today.
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.