Coach has long been considered an affordable entry point into the world of designer bags. For many, it is the first truly significant purchase in the luxury segment. In particular, the generation of buzzers is the brand's main audience. It was this surge in popularity among the younger audience that provoked the launch of the circular sub-label Coachtopia in 2023 and the formation of a pool of ambassadors, including actresses Elle Fanning and Storm Reed. At the same time, today the American brand is experiencing a broader revival, and its bags are increasingly appearing in the images of the most fashionable women of our time.
Bella Hadid with a Coach bag
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Bella Hadid with a Coach bag
The Coach brand was founded in 1941 in New York. Initially, it was a small family workshop for the production of leather goods. According to the brand's legend, the founders were inspired by the soft patina of worn baseball gloves. It was this elastic leather, modeled after baseball gloves, that became the basis for the first accessories. Among them were soft, roomy bags, which were noticeably different from the strict and rigid models with a short handle that dominated the market at that time.
Emily Ratajkowski with a Coach bag
In recent years, the brand has gained a new wave of celebrity fans. Emily Ratajkowski, Bella Hadid, Laura Harrier, Charli XCX, and Olivia Rodrigo are among those who can often be seen carrying a Coach bag. They usually pair it with casual looks that go viral on social media.
Charli XCX with a Coach bag
Among the brand's most popular models is the iconic Tabby shoulder bag, which can be attributed to the beginning of the brand's current success. Also popular are the horizontal Empire Carryall bag, which appeared in 2024, and the soft Brooklyn Tote bag. All of these models were created under the leadership of creative director Stuart Weavers. It was he who brought the brand back to relevance and changed its perception in the fashion community. In the Lyst ranking for the fourth quarter of 2025, Coach took sixth place among the most popular brands in the world. This is an important result for the brand, which was previously overshadowed by European luxury houses.
Elle Fanning with a Coach bag
Vintage Coach bags have also gained popularity among Gen-Z. Many buyers are looking for them on resale platforms. Shoulder models from the 1990s and early 2000s are especially popular. Such bags already have a characteristic softness, natural patina and are different in design from most modern bags, which makes them attractive to those who don't like to look like everyone else.
But the vintage market isn't the only place to find your dream Coach bag. The brand's current line is also worth checking out. From soft, roomy totes to Y2K-inspired clutches, below we've rounded up the best Coach bags that fashion insiders are choosing right now.
