US accessible luxury brand Coach has launched its first India pop-up, as part of its ‘In My Tabby Ice Cream Pop-Up’ campaign, in New Delhi.
Located in the city’s DLF Emporio, the pink pop-up has been designed to reflect the New York brand’s Tabby Bag, with a vibrant ice-cream pink colour scheme. The pop-up launches alongside a multimedia campaign in India, ‘In My Tabby’, to promote the New York brand’s signature bag.
The campaign features celebrities including Lil Nas X, Camila Mendes, Kōki, and Wu JinYan showcasing their own take on the bag, and celebrates individuality and self-expression; inviting Indian consumers to make Coach’s Tabby bag their own.
For its latest collection, Coach has released Tabby bags in shades of mustard, teal, navy, and bubblegum pink, among others. At the pop-up, visitors are invited to try out the different “flavours” of the Tabby’s new variants, with names ranging from ‘Curiosity’ and ‘Courage’, to ‘Hope’ and ‘Bliss’.
The pop-up will head to other Indian cities including Mumbai, Chennai, and Bengaluru, before other Asian nations, the brand announced in a press release.
