Your Favorite Handbag Brand From the 2000s Is Making a Major Comeback


(Image credit: Courtesy of Coach)

Back in the days when online shopping wasn't really a thing (I promise I'm not as old as I sound), I remember being on the way back from a trip with my family and stopping by the Coach store at the outlet mall to buy my sister a bag for her birthday. I was around 10 or 11 years old, and my sister was late into her teens, so of course, I was filled with jealousy despite the fact that the only thing I could possibly carry in a purse was my glitter ChapStick from Claire's. She ended up buying a white mini shoulder bag with a rainbow logo print—it was the mid-2000s after all. I have no idea where that bag went and have expressed how upset I am that she didn't keep it for me, but it's still a bag I've thought about a lot, especially as Coach's handbags begin to resurface on my social media feed, something I've been anticipating (and waiting for.)

Nostalgia has been rising on all levels of fashion, from outwear to jewelry. Coach's recent collections are what I've been wanting from the brand for years—combining its archival silhouettes with fashion-forward colorways and modern trends. In quarantine, I found myself sifting through old Coach purses on eBay, but with the brand's latest releases, I may just have to pull the plug on a new one. There's no doubt that Coach's leather goods are top-notch quality, so when you add on A+ marketing and design that still aligns with the aesthetic of today's consumer, you have a hit. I've seen at least five TikToks of Gen-Z'ers talking about how they want the brand's Pillow Tabby bag today alone, so their strategy is clearly working. Not to mention they have some of the most creative brand content on their social media accounts right now, like creating meaningful videos on societal topics called #CoachConversations, collaborating with brands like Champion, and enlisting with celebrities from Megan Thee Stallion to Paris Hilton and Jennifer Lopez for campaigns. Below, check out the best bags from Coach that I'm loving right now.


(Image credit: @mariaalia)


(Image credit: @sarrjamois)


(Image credit: @zaynab_issa)


(Image credit: @jordanrisa)
Assistant Market Editor
Yusra Siddiqui is an editor who resides in New Jersey but bounces between the suburbs and NYC. (She's a Jersey girl at heart.) After interning at Who What Wear in 2019, she found her way to the team after graduating from LIM College in 2022 with a fashion media degree. She's also spent time writing and working for publications such as Fashionista, Coveteur, and Nylon, but she always knew that Who What Wear was where she was meant to be. When she's on the job, she's perusing runway shows, analyzing the latest thing fellow Gen Zers are up to on the internet, and sharing what she can about the modest-fashion market. You can also catch her dabbling in entertainment, talking about the costume choices of the latest Netflix series or diving deeper into how the plotline affects the viewers in a myriad of ways. Lastly, she likes to create content for Who What Wear's TikTok. Her personal time is spent doing similar but also different things—deep diving into almost every new TV show (Bridgerton, Gilmore Girls, and Stranger Things are favorites), planning her next local getaway (whenever that may be), and reading the latest Emily Henry or Sally Rooney novel in one sitting.