My Troedsson

When Coach set out to reach Gen Z, the goal wasn’t just to sell another handbag. It was to reinvent Tabby as an icon of self-expression and to reshape what a fashion brand could mean to a new generation. I co-led the creative strategy behind this transformation.

The launch became a cornerstone of Coach’s shift toward Expressive Luxury, the brand vision built on authenticity and self-expression. Under the long-term platform Courage to Be Real, Coach set out to connect with young consumers on their own terms. Rather than adding another glossy fashion story, we tapped into one of the internet’s most loved formats: What’s in my bag? But instead of lipsticks and phones, we asked: What do you really carry through life?

By exploring themes like self-doubt, fallen dreams and inner ambitions, Tabby turned into more than a stylish object. It became a symbol of everything we hold inside. Through films, influencer collaborations and social storytelling, the campaign built an emotional connection rarely seen in the handbag category.

The results were clear. Coach climbed the Lyst Index, regained relevance with Gen Z and showed that a fashion brand can connect on a far deeper and more personal level.