It’s official: vintage have become Gen Z’s must-have accessory. Just look to the likes of and Dove Cameron, who have both been spotted carrying archival pieces from the US brand in recent months. Meanwhile, over on TikTok, collectors and restoration experts, such as @WildernessStyler, @VintageCoachRestore and @VintageCoachie, have racked up hundreds of thousands of views.
“It’s amazing that TikTok is bringing Coach to newer audiences,” Annie Silkaitis, a -based PR executive who regularly shares her vintage Coach finds on TikTok, tells . “My very first bag was a vintage Coach cross-body that was passed down by my mom when I was in middle school. In college, I was thrifting and found a for $19 (£15) – I immediately knew I had to have it.
” If you needed any further evidence of just how sought-after are right now, eBay has seen searches increase by a staggering 114 percent since January. While the viral bag hauls on are undoubtedly a major factor, experts say the brand’s marketing strategy has played a part (Coach launched a new upcycled line, Coachtopia, aimed at Gen Z in 2023). “It’s been great to see Coach’s renaissance this year as they continue to target Gen Z shoppers,” Mari Corella, eBay’s general manager for global luxury & sneakers, says.
Popular styles include the ’90s Ergo shoulder bag, which Rodrigo was spotted carrying in the spring, and the monogrammed , featuring a statement buckle. Other favourites? The Willis and Tribeca satchels, a.
