What we carry makes us stronger. And the Tabby bag holds it—our dreams, experiences and the many sides of ourselves.
After its enthralling worldwide “In My Tabby” campaign, which featured Lil Nas X, Camilla Mendes, Kōki, and Jinyan Wu, Coach continues to follow the lens of personal evolutions. This time, with a local rendition twist on the campaign, “In My Tabby” features 12 remarkable Malaysian figures.
The set of visual imagery and videos shows Alex Ho, Alvin Chong, Sharifah Rose, Jane Chuck, Jestinna Kuan, Maggy Wang and others encourage us to openly express ourselves and eventually have the “Courage To Be Real”, proceeding the brand’s equity narrative and belief.
The campaign also highlights “what we carry”, a motto that exists in physical terms and emotional terms—the experiences, personal journeys, and goals we carry with us as we build and renew ourselves.
Swipe to see Coach Malaysia’s In My Tabby campaign: