Coach | Hypemaker

Overview

Collaborating with global fashion house Coach on its 'In my Tabby' campaign, we tapped the brand’s newest global ambassador Youngji Lee to produce an exclusive editorial on Hypebeast. 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. The campaign celebrates the defining moments that make us who we are, whilst also powerfully redefines fashion as a platform to tell human stories, and bags as symbols for something much more meaningful than style or status.