A bag moves with you. It carries what matters, supports how you live, and shows up every day as part of your routine, protection, and self-expression.

Known for its craftsmanship and quality, Coach has long recognized as a symbol of American luxury. Over time, Coach bags became tied to personal milestones, first designer purchases, school days, early careers, and moments of growth, living at the intersection of heritage, nostalgia, and modern utility.

Under Stuart Vevers’ creative direction, Coach has reconnected with Gen Z and millennial consumers through Y2K-inspired revivals like the Swinger and Tabby, alongside iconic styles such as the Rogue, Brooklyn, and Beat. The brand’s signature monogram print remains a cultural staple, reimagined for a new generation.

In conversation, Sierra Rena, Alexis Wilkerson, and Zoi Lerma  reflect on how Coach bags are meant to be worn in and lived with, evolving alongside their owners and holding stories just as much as everyday essentials.

Coach bags are often tied to early memories and personal milestones. What is your first meaningful memory connected to a Coach bag and why has it stayed with you?

Sierra Rena: “I used to thrift vintage Coach bags before I was gifted my first one from the brand. I grew up seeing my grandma carry Coach, and my mom wore Coach when she was younger, so it feels like a full-circle moment.”

Alexis Wilkerson: “I grew up watching my mom wear Coach, and as I got older and became obsessed with the brand, she’d say, ‘I used to love Coach.’ That early exposure really planted the seed. After graduating college, I bought myself a Pillow Tabby. It marked Coach’s new era for me: edgy, cool, and design-forward. I still have it today, and when I look at it, it represents the beginning of my Coach obsession and a new chapter in my life.”

Zoi Lerma: “When I first started posting on social media, I thrifted a lot. One of my first designer bags was a pink vintage Coach bag. I wore it constantly. It reminds me of where I started and where I am now, I still wear it.”

Under Stuart Vevers, Coach blends heritage with modern life. How does that balance reflect your own relationship with the past while moving forward?

Sierra Rena: “I really appreciate Coach’s rebrand because I’ve gone through many personal rebrands myself. When intention and effort are put behind change, it can be powerful, and Coach absolutely succeeded.”

Alexis Wilkerson: “Coach, much like myself, has stayed true to who they are while stretching across time as a legacy brand. Whether in fashion or influencing, authenticity is everything. When you stay grounded in who you are, it carries you forward.”

Zoi Lerma: “Often we think of the past as something to forget, but it’s literally why we are where we are today. Modern inspiration in art, fashion, and music all comes from past eras. I think our lives work the same way.”

How has carrying a Coach bag supported you through everyday experiences such as work, travel, and personal growth?

Sierra Rena: “It’s reliable and durable. The bag fits more than I expect and holds up through whatever I put it through.”

Alexis Wilkerson: “Coach is intertwined with my everyday life. Whether I’m filming content, shopping, traveling, or just out for the day, it’s an essential. The quality and craftsmanship make it easy to grab and go.” 

Zoi Lerma: “I’ve traveled everywhere with my Coach bags. All my first times in new cities and experiences, a Coach bag was there. I’ve attached a lot of nostalgia to them.”

Coach emphasizes craftsmanship meant to be lived with over time. How has that shaped the way you think about durability, care, and emotional attachment in fashion?

Sierra Rena: “Pieces are meant to be worn, not just looked at. Coach bags are durable enough that I don’t feel like I’m ‘ruining’ them by using them. I love wearing my statement pieces without fear.”

Alexis Wilkerson: “Longevity matters to me. I don’t want to invest in something that won’t last. The oldest Coach bag I own is about six years old and still looks brand new. That kind of craftsmanship makes the investment feel meaningful.”

Zoi Lerma: “I’m emotionally attached to my pieces. My parents call it hoarding, but I call it keeping memories. I still have my pink Coach bag and plan to give it to my daughter one day, it looks the same as when I first got it.”

In Erykah Badu’s Bag Lady, she reminds us that carrying too much can slow us down. As you move into this year with a Coach bag, what essentials do you keep close, and how do they support the direction you’re stepping into?

Sierra Rena: “My lip combo, when I look good, I feel good. Wired headphones because music helps me process emotions. And safety pins, you never know when you need to style something last minute.”

Alexis Wilkerson: “My camera is essential. Vlogging lets me bring my community along and grow together. It fits into almost every Coach bag I own. Day to day, I keep it simple: camera, lip gloss, keys. My bag holds exactly what I need to move with intention.”

Zoi Lerma: “A journal and pen, big or small depending on the bag. Anytime I have a creative idea, I write it down. And of course, my lash curler, lip liner, and lip gloss.”

In My Bag is a CFDA.com editorial series examining designer bags through the people who use them. Featuring Brandon Blackwood, Luar by Raul Lopez, and Coach under Stuart Vevers, the series includes voices from Sierra Rena, Alexis Wilkerson, Zoi Lerma, Joel Hilario, Rayvin Huger, Armiel Chandler, Jenee Naylor, Nimay Ndolo, and Kalyn Rodriguez. Each story connects style to real life, work, ambition, movement, and meaning.