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Coach Taps Some Famous Faces To Reintroduce Its Iconic 'Rogue' Bag

The campaign starring Jennifer Lopez and Kate Moss tells the story of the bag’s legacy and craft (and comes just as we’re making our way back into the office)….

Coach is welcoming back its iconic “Rogue” bag with a star-studded bang. The campaign for the reinvented bag, which first featured on the New York-based fashion house’s runway in 2016, features a host of Coach ambassadors, celebrities and models. Lensed by renowned German fine art and fashion photographer Jeurgen Teller and styled by Olivier Rizzo, the brand’s ambassadors, multi-hyphenate Jennifer Lopez and model and songwriter Kōki, effortlessly show why the “Rogue” is set to be this autumn’s ‘It” arm candy. The stars appear alongside fashion forward A-listers like Kate Moss, Ma Zhe, Kelsey Lu and Xiao Wen Ju. The campaign, inspired by the bag’s “unique attitude,” takes place in famous spots around the globe, including London Bridge, Shanghai’s Bund and Griffith Park in Los Angeles.

The first time the minimal and traditional “Rogue” bag was introduced it quickly became one of Coach’s most popular pieces. While it has been reimagined in a variety of colours, materials and sizes since then, the bag that is inspired by “free-spirits, rebels and dreamers,” according to the global brand, is now making a major comeback as part of the “Coach Forever, Season Two” autumn collection. Coming in a new environmentally responsible version of Coach’s signature jacquard crafted in organic and recycled materials, the new version is also embroidered with a variety of creatures synonymous with the season.

“The Rogue is perhaps my favourite bag that I’ve designed at Coach,” Creative Director Stuart Vevers said in a statement. “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.” 

Next month, the British 47-year-old designer will receive the Accessories Council’s Hall of Fame award for the “Rogue,” which he created toward the beginning of his tenure at Coach. The award recognises 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.


Coach is also marking the reintroduction of the “Rogue” with a digital made-to-order experience for clients. Working from scratch after they get transported to a virtual workshop, customers will be able to design and share a customised version of the must-have bag.

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