Coach, the luxury handbag and accessories brand, is known not only for the unparalleled quality of its products, but also for its commitment to social and environmental causes. Now, as we approach the holiday season, Coach is introducing an inspiring and important campaign. In it, it emphasizes environmental awareness and the importance of caring for our planet. Titled “A Wasty Holiday”, is a unique message in response to the problem of overconsumption and overproduction that occurs during the holiday season.
From 25 to as much as 43 percent – we produce more waste during the holidays than at any other time of the year. This devastating statistic became the starting point for the brand, which appeals largely to the Gen Z generation. This time, it also shines a light on Coachtopia, its circular sub-brand, which uses waste from the production process to create new products.
What might we see in the latest Coach campaign?
source: wwd.com
This year’s brand campaign was created in the form of a short film. It will feature an actress and member of the Coachtopia community, Loli Tung, also known for her role in “The Summer I Turned Pretty”. She, along with a creature named Wasty, decides to use holiday waste to create unique designs inspired by Coachtopia.
Delving deeper into the world of the “A Wasty Holiday” campaign, we find Wasty searching the streets every evening for abandoned items. One night, she happens to spot Tung, who is concerned about the excess holiday waste accumulating at her family’s residence. It is then that the proverbial light bulb goes on above their heads. Wasty decides to use the scraps of waste collected to create a bag in the signature Coachtopia checkerboard pattern. He then leaves the bag on Tung’s doorstep. Their joint decision to join forces to create a community is the beginning of the Coachtopia story.
Beyond Literal – “A Wasty Holiday”
Behind the positive and sappy marketing narrative, there is a very important issue. Coach himself states that “A Wasty Holiday” aims to help Gen Z clients learn, how to balance their love of fashion with the wasteful practices of our society, that cause climate change. This is the voice of the young for the young, especially resonant in industries related to manufacturing products.
The products presented in the film are various bags and accessories. upcrafted. This means that they have been created using recycled or recyclable materials. There are also graphic knits made from 98% recycled wool, Loop products made from 95% recycled plastic, and ready-to-wear pieces like a checkerboard vest created using scraps of shearling.
source: www.nytimes.com source:
Coach is a company that stands up for values that are more important than ever. The “A Wasty Holiday” campaign is a perfect example of this. At a time when we produce and consume more than at any other time of the year, reminds us that this is also the period in which we generate between 25 and 43 percent more waste. These are numbers that cannot leave us indifferent, and it is a challenge that we must take on together.