Check out the classic bag – reimagined! – and the latest campaign from the brand!

Coach is reintroducing its must-have Rogue bag in an exciting campaign starring Jennifer Lopez, Kate Moss, Kōki, Ma Zhe, Lu, and Xiao Wen Ju, which looks to tell the story of the bag’s iconic legacy and craft. 

Initially introduced on the runway back in 2016, the Rogue is inspired by free spirits, rebels, and dreamers. Today, it is reintroduced as part of Coach’s latest Fall collection entitled, “Coach Forever, Season Two,” in a new environmentally responsible version of Coach’s Signature Jacquard. It is also crafted in organic and recycled materials and embroidered with Fall’s menagerie of creatures. 

“The Rogue is perhaps my favorite bag that I’ve designed at Coach,” said Coach Creative Director, Stuart Vevers. “It has that combination of heritage, offbeat attitude, and a sense of authentic American style that perfectly embodies my vision for the house. The Fall collection is inspired by the optimism of things crafted to last, and naturally felt like the right moment to reintroduce the Rogue with a new story created with Juergen and our Coach Family.”

To celebrate the re-launch of this classic design, Coach is introducing a digital feature experience for clients to design and share their very own Rogue bag. This one-of-a-kind shoppable experience will transport customers to a virtual workshop, allowing them to build a customized Rogue bag right from scratch. We love how exciting and personal this experience is and we can’t wait to try it!

Coach will also soon introduce a digital wall custom-designed for Coach House- the brand’s global flagship store in New York – as part of Windows of the Future, which is an initiative connecting Coach customers with bespoke experiences created with their unique communities in mind. 

As part of the brand’s ability to create and maintain the status of an iconic piece of fashion history, Coach Creative Director, Stuart Vevers will receive the Accessories Council’s Hall of Fame award for the Rogue. The Hall of Fame Award recognizes an item or brand that has stood the test of time as determined by the Accessories Council Board and is awarded at the annual Design Excellence Awards.

The Rogue is newly crafted and reimagined in an array of colours, materials, and sizes so customers across the world can enjoy the bag. It has now become a recognized statement bag from the brand in addition to one of Coach’s most in-demand items.

Check out for more information and to shop the latest release!

Published by HOLR Magazine.