COACH發佈「In My TABBY」廣告大片
講述真我故事
COACH UNVEILS “IN MY TABBY” CAMPAIGN
Celebrating stories of courage and self-expression, featuring
Lil Nas X, Camila Mendes, Kōki, and Wu Jinyan
COACH發佈「In My Tabby」廣告大片，定格自我塑造之路上的重要時刻，聚焦品牌經典包型，推出全新Tabby手袋。COACH此次廣告大片由Charlotte Wales掌鏡執導，攜手四位明星家族成員：#吳謹言 、 #木村光希 、 #Camila Mendes 、 #Lil Nas X 親自呈現Tabby手袋， 透過鏡頭展現他們不斷經歷人生蛻變，開啟自我成就的非凡之旅。
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.
此次廣告大片開啟了「What’s In My Bag」時尚新篇，探索我們寄托感情的隨身物品外，與此同時塑造自我的經歷、人生旅程和志向抱負，在日常生活中之領悟，一點一滴打造的自己。Lil Nas X探索了他末來的創作願景； Camila Mendes分享了她作為巴西裔美國女演員擁抱多重自我的故事；木村光希展示了她在生活中的新嘗試；而吳謹言則探討了她如何將事業挑戰轉化成人生機遇——在成為一名舞者的夢想道路上，一次嚴重的受挫使她失去信心，但她並未被逆境打敗，而是重振內心的力量，轉而選擇成為一名演員，走上了更大的舞台。這些勇敢做自己的故事既真實自然又觸手可及。捕捉自他們的人生之旅，以「裝得下的，不止自我」的先鋒態度始終貫穿「In My Tabby」，激勵人們勇於突破邊界，堅持尋找並認識真正的自己。該主题亦將時尚想像為人生經歷的舞台，與Tabby一同實現不設限的個性表達。
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.
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Tabby手袋作為故事線索承上啟下了整個篇章——以摩登姿態向新一代年輕人傳遞着自我突破的精神力量。COACH執行創意總監Stuart Vevers延續70年代包型精髓，創造融入COACH C標誌，打造全新Tabby手袋，生動詮釋品牌設計語言和一脈相承的考究工藝。
「我一直認為，時尚不應僅僅關乎風格，它更應該是一種讓人們可以進行自我表達的創意空間。」Stuart Vevers說，「『In My Tabby』邀請了COACH明星家族，一同分享那些充滿創意與勇氣的故事，彰顯了COACH一向期許的美好願景，並激勵人們勇於真誠表達自己，正如廣告大片所詮釋的『What we carry makes us stronger』。」
「『In My Tabby』是一段不斷講述着人生故事的旅程，並延續着COACH一向探索真我所建立起的情感聯結，鼓勵大家勇敢做真實的自己。」 COACH首席全球市場官兼北美地區總裁Sandeep Seth說，「我們現在仍處於這一旅程的起點，正在努力把更多的重心放在消費者身上，更加關注他們的真實感受。我們希望通過訴說人生感悟，創造情感共鳴，並從方方面面給予人們更人性化的體驗，從而呼籲每個人自信獨立，演繹自己的精彩人生。」
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.
“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 COACH Creative Director Stuart Vevers. “‘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 COACH Global Chief Marketing Officer and North America President, Sandeep Seth. “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.”
Coach #COACH #coachnyhk
#InMyTabby #CoachNY #TabbyBag #CourageToBeReal
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