#InMyTabby
The Coach Tabby Tour certainly saved their best stop for last. While it has been over two weeks since the Coach pop-up has graced our campus, we can’t help but reflect on this event. An eye-catching campaign from a brand finding an honorable, new purpose is well worth the reflection.
Coach, A Timeless Brand
Primitively known as the Original American House of Leather, the beloved brand Coach had its humble beginning in New York City in 1941. Started by six artisans with a dream to craft leather into “beautiful, clever, practical things”, the brand has grown immensely with the vision of its first lead designer, Bonnie Cashin. Their embodiment of the 60s New York through fashion led them to their first store on Madison Avenue; transforming a family-run leather goods company into a renowned fashion house.
This metamorphosis took on new levels in 2013 when creative director, Stuart Vevers, embellished the brand with his spirit and appreciation for American pop culture. The brand wholeheartedly embraced the American spirit with its collaboration with Disney World to produce Mickey Mouse-adorned purses. Coach’s eclectic style can be recognized by their iconic serif “C” logo, whether it be vibrant floral print or vintage ornate, these bags are undeniably chic. The brand has something in store for almost every demographic, with pure leather goods for the classy to intricately splashy crossbodies for the young and free. This fashion house emboldens a nature of self-identity and the pursuit of it. A certain message is clear: Coach is a “family” that inspires any individual to “reimagine fashion for the future we want to see tomorrow”.
Collaboration
This idea of a Coach family extends to the brand’s ambassadors. Celebrities who participated in this particular Tabby campaign concentrate on a call to action, “The Courage to Be Real,” which Coach describes as their belief in courageous self-expression.
Featured stories include an immersive video with Lil Nas X and similar, but shorter films suggesting that we carry more than just physical objects in our bags. As the “MONTERO” singers says, “I’m collaborating with Coach because they came to me with an amazing campaign rooted in the things I really care about: authenticity and self-expression.” For Camila Mendes, that may be embracing her multiple selves as a Brazilian-American actress. In contrast, Chinese actress and former ballerina Wu Jinyan shows there is great courage in carrying past career roadblocks while also exploring new opportunities. Japanese model Kōki explains that what we carry makes us stronger in that our past failures do not define us or our future.
While we can explore who we are and are encouraged to engage with meaningful fashion pieces, sometimes we need some type of accessory to spell it out. Inspirational bracelet mission Little Words Project does just that. Coach collaborated with this brand throughout the Tabby Tour and created limited-edition bracelets containing words like “Bliss”, “Love”, “Curiosity”, and “Hope” for the pop-up goer to resonate with and celebrate. The proposition of a personalized bag paired with a free bracelet? No wonder this campaign is so appealing.
Content Creation & The Tabby Tour
The campus pop-up shop was an immersive experience, providing a sweet treat and encouraging bracelets for participants. The first step was an online personality quiz, guests would answer a few fun questions and get their perfect tabby flavor match. They would then be directed to the ice cream stand where they can make their dream sweet combo, followed by a Little Words bracelet. The attention-grabbing setup was bubblegum pink featuring several places to take photos including a giant coach bag! Coach influencers helped guests get a photo op with their dream bag, and shared stories about their experience with the brand while you waited. The successful stop boasted a consistent line of a hundred people!
Although not all college students may be able to get a Tabby of their own quite yet, the experience was a great introduction to the brand. Coach was able to create a community that focuses on self-expression and the meaning behind our wardrobe choices in a new and refreshing way. The team wanted customers new and old to focus on the quality that meaningful pieces bring to your closet. Navigating fashion and self-expression is a complicated journey, but brands that focus on the positive emotion their products can provoke are definitely headed in the right direction. After all, who wouldn’t want a little “Hope” or “Love” to carry with us every day?
Written by Gretchen Evans, Chloe Pham, Zoey Frederick, Photographer: Lacey Loomis, Alexis Holt, Social Media: Alexis Holt