Where to Buy the Coach Brooklyn Bag That’s Gone Viral on TikTok

The new colorways (unfortunately not available in the compact, chain strap–bound 23 size) fall into the wide range of color trends slated to reign supreme this season. The Merlot, for instance, is in line with the perennial return of darker, wine-adjacent shades for fall. Carolina Herrera‘s fall 2025 collection was heavily influenced by what can be seen as Merlot’s cousin — a lighter plum that manifested in draped gowns and delicate turtlenecks — and Burberry dabbled in an oxblood hue of the same family when it came to its glossy leather trenches. Paradoxically, pastels, which we typically associate with the feeling of rebirth at the start of spring, were also major players on fall 2025 runways. Whether it be Giambattista Valli‘s billowing, semi-sheer minidresses in a barely there pink or Alexander McQueen‘s pale greens and lilacs serving as breaths of fresh air between rounds of all-black outfits, the message was clear: This will be a fall of color-palette juxtapositions. And accessories like bags are some of the best ways to achieve this balance between the mellow and the saturated-slash-moody.

There’s no doubt Coach’s Brooklyn Bag is one of its most successful, viral handbag offerings of the moment: with the pieces constantly at risk of selling out (this happened to the Maple leather and Warm Brown suede versions before, alongside other always-in-demand shades in the Brooklyn Bag’s portfolio). But how did this hobo-style, hot-ticket item achieve such fame in the first place? The Brooklyn Bag burst onto the scene when it was first seen on the shoulder of Bella Hadid last summer, and, since then, the purse has amassed millions upon millions of searches and posts on TikTok. Meanwhile, in the land of Reddit, handbag aficionados are still drooling over the silhouette a solid year later: generating waves of hype by ranking its best colors, inquiring about where to shop the bag once it sells out on Coach’s site, and predicting future releases. The espresso-toned Maple colorway in particular remains one of the hottest styles, fitting in tidily with Pantone’s Mocha Mousse Color of the Year, but Bluebell, Cream, and Merlot are bound to turn the tide on that: Mark our words.

Considering that the roomy, vintage-inspired Coach Empire Carryall 48 was last fall’s most coveted bag and flew off shelves almost as soon as it landed, it’s even more impressive that the brand’s Brooklyn Bag was able to overshadow all that and come out on top. Perhaps people are more inclined to embrace the moto-boho trend highlighted in the Pinterest Predicts 2025 Report, prioritizing a certain effortless fluidity that’s epitomized most accurately by the Coach Brooklyn Shoulder Bag.

Beyond its new, crush-worthy finishes, the shoulder bag is innately practical — serving as an apt tote for holding your books, sunscreens, sunglasses, and handheld fans in the summer while acting as a cherry on top of casual-cool urban uniforms come fall, when you’re likely to introduce more buttery-soft leathers into your ‘fit rotation. The shoulder bag boasts functional elements like an internal snap pocket, magnetic top closure, and a sturdy shoulder strap. While the 28 size plays well as a spacious handbag for day-to-night wear, the 39 is even more accommodating: capable of doubling as a designer work bag or a travel carry-on and providing plenty of room for a 15-inch laptop. No matter where you take it or what you put inside, the hand feel of that natural grain leather will feel simply irresistible, evoking the unfussy luxury that Coach has always channeled.