Coach welcomes back the Rogue Bag with a star-studded campaign

woman holding blue leather handbag

Coach pays tribute to the Rogue’s legacy by announcing the iconic bags’ return in a campaign to promote its autumn collection.

Featuring a host of celebrity Coach ambassadors and shot by legendary photographer Jeurgen Teller, the campaign takes place in famous locations around the world, including London Bridge and the Bund in Shanghai. Kate Moss, a well-known model and singer, is seen holding reimagined versions of the classic bag. The imagery also features Koki, Ma Zhe and Lu.

person hands on both pockets with crossbody bag near white rock

The Rogue gained cult status after its first appearance on the Coach runway in 2016, with a simple and conventional design that made it one of the house’s most in-demand pieces. Coach’s Fall collection, Coach Forever, Season Two, will see its reintroduction.

The rerelease of the iconic design will be followed by prestigious recognition of the Rogue, seeing Coach’s creative director Stuart Vevers receive the Accessories Council’s Hall of Fame award. The Hall of Fame award, which is presented at the annual Design Excellence Awards ceremony, is presented to recognize brands or items that have stood the test of the time.

woman holding blue leather handbag

“The Rogue is perhaps my favourite bag that I’ve designed at Coach,” said Vevers, in a statement. It embodies my vision of the house perfectly with its combination of heritage, offbeat attitude, and authentic American style. The optimism of things made to last is the inspiration behind the Fall collection. It felt right to bring back the Rogue by creating a new story with Juergen, our Coach Family and by introducing the Rogue in the Fall collection.

Marking the reintroduction of the bag, Coach will be launching a digital experience where customers can design and share their own versions of the Rogue. A virtual workshop will allow customers to create their own Rogue bags.