Coach 'In My Tabby' Ad Campaign Review

Review of Coach ‘In My Tabby’ Ad Campaign by Creative Director of Agency Save Our Souls with Photographer Charlotte Wales with models Lil Nas X, Camila Mendes, Kōki, and Wu JinYan

Coach 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.

“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.” – Coach Creative Director Stuart Vevers