Thanks to TikTok, bag enthusiasts have found a new style to obsess about.
On Aug. 16, Coach‘s creative director, Stuart Vevers, shared a video on the social media platform, guiding his followers through creating the brand’s Empire Carryall 48 bag, which was featured in Coach’s fall 2024 runway and soft-launched in limited quantities in North America for $1,595. The video, which has garnered more than 243,000 views, caught the attention of lifestyle expert and bag investor Preston Konrad, who went on a mission to buy his own Empire Carryall 48, sharing every step of the process on his account. In one week, the bag became the “must-have” accessory of the season on TikTok.
The Coach Empire Carryall is inspired by New York and “the idea of something that had been loved and treasured,” Vevers explained. The bag is crafted of natural grain leather and features a roomy open compartment. Its design has been compared to The Row’s Margaux bag, “which in some circles are the new Birkin,” WWD previously reported.
On the runway, the Coach Empire Carryall 48 was seen accessorized by keychains and New York City charms. “The idea was that our character was traveling through the city and picking things up along the way, like a pretzel or a Statue of Liberty postcard… We actually wrote every postcard especially for each model whose bag it was hanging off,” Vevers said.
Coach, fall 2024
Giovanni Giannoni/WWD
The Coach Empire Carryall is also available in four different sizes, including 40, 35 and 26. Size 48, which catapulted the style to fame, is currently sold out on coach.com. Interested customers should sign up for the “notify me” feature on the brand’s website.
According to Coach, a glove-tan leather style in size 48 will be officially released on Sunday in limited quantities at $895. Additionally, the Empire Carryall 40 will also be released for $695 in multiple colors, including Honey, Maple, Black and Merlot.
The Coach Empire Carryall 48 bag.
The Coach Empire Carryall continues the brand’s viral bag streak. A few weeks ago, bag enthusiasts were focused on the Coach Brooklyn Shoulder Bag 39 after seeing it carried by Bella Hadid in the streets of New York.
Coach introduced its fall 2024 collection in February. “There’s a lot of good momentum at Coach right now which, after being here 10 years, is nice to see,” Vevers told WWD during a preview.
