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Coach’s Tabby bag has become the star accessory in Coach’s handbag lineup and it’s finally getting its own campaign by way of “In My Tabby,” which stars Lil Nas X, Camila Mendes, Kōki, and Wu JinYan.

Inspired by “What’s In My Bag” videos as seen on social media, Coach’s “In My Tabby” campaign takes the Tabby handbag beyond status symbol, redefining the accessory as an extension of self.

The Tabby itself is a relatively new bag but its design is inspired by a Coach bag from the ’70s, updated with Coach’s signature hardware and offered in a plethora of makes, models, and colors. Coach even offers a squishily thick Tabby as an extension of the current cultural fascination with puffiness.

As such, Coach’s Tabby bag has taken off on social media — TikTok especially — where a young generation of fans are repurposing the Tabby to fit their own needs, tastes, and wardrobes.

“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,” said Stuart Vevers, Coach Creative Director. “‘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.”

“‘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,” said Sandeep Seth, Coach Global Chief Marketing Officer and North America President.

“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.”

Coach’s Tabby bag was core to the brand’s March 2023 presentation at Decentraland’s Metaverse Fashion Week, where fans were able to collect their own metaverse-friendly Tabby bags.

In the same spirit of personalization, Coach will soon debut a “Made to Order Tabby” service that allows customers to create their own Tabby, selecting from a variety of leathers, hardware, and colors to bring their dream bag to life.