Coach - The First Bag

"The First Bag" is a campaign centered on personal milestones andself-celebration.

For many, the first luxury bag is more than just an accessory-it's a symbol of independence, a mark ofself-achievement, and a meaningful reward. It represents the first time they invested in themselves, celebrated a personal milestone, or took pride in owning something truly special.

This campaign spotlights the emotional significance of buying your first "adult bag Whether it's a bag purchased to honour a big achievement or a treasured gift to oneself, it becomes more than an object-it's a testament to hard work, dreams realized, and the confidence to embrace one's unique style.