Gen Z Says is a bimonthly column chronicling the latest trends in the fashion-and-beauty space through the lens of Who What Wear’s own Gen Z editors. Expect a download on the upcoming class of tastemakers, emerging designers, and shopping and style choices straight from the generation setting the trends.
As an editor, I’ve had the opportunity to test a lot of designer bags, but the brand I gravitate toward for my own personal purchases time and again is Coach. You could blame it on my age, but it really comes down to quite a few reasons: the excellent branding, the mid-luxury price point, the wide range of silhouettes, and the designs that offer a fit for everyone. It’s hard to scroll on TikTok without seeing another person (or the brand’s social media–savvy sales associates) showcasing the latest bag on the market. The virality makes complete sense since with the last few collections, Coach has managed to perfect the formula of what feels youthful and cool without compromising the quality the heritage brand prides itself on.
I have my fair share of Coach bags, but the massive online following the latest bags have managed to create has made me curious. How will these bags hold up in my day-to-day life? Am I allured by the Brooklyn simply because Bella Hadid was wearing it? Will the Empire bag work for me like it did on the runway? Is the Swing Zip really that good for it to be sold out all this time? All these questions are answered below in my review of Coach’s Empire, Brooklyn, and Swing Zip. And despite the brand being a Gen Z favorite, after trying out these three, I'm firm in my stance that there’s a bag on Coach’s roster for everyone. From running errands to heading to your 9-to-5, I found the bags that work for every style. Keep scrolling to see my thoughts on the viral accessories.
When I first saw Coach's F/W 24 collection, I knew the giant Empire bag coming down the runway would be a hit. To me, it felt like the Empire was for the working woman, the one who lugs around half of Apple's ecosystem and sends emails about "circling back" and doesn't include extra exclamation points with every single sentence. When I wore it to our office in Bryant Park, I carried that empowering feeling with me. It felt like the professional bag I dreamed of, but Coach made the silhouette feel cool and youthful by proposing the idea of adding charms. The typical 9-to-5 has changed drastically in the past few years, so who says you can't treat your work bag like a charm bracelet?
I tried out the Empire 48, and it fit everything I needed for the workday and more. My laptop, iPad, keyboard, and planner all fit seamlessly with room for a jacket, an extra pair of shoes (because I can't tolerate heels for too long anymore), and miscellaneous necessities. But disclaimer—while I loved the runway essence the 48 gave me, moving forward, I think I'd size down to the 40. The 48 seems like it would be a great stylish swap as a travel bag, but for work, it did end up being too heavy to carry around the city.
Everyone needs an easy throw-everything-in-and-go slouchy bag, and The Brooklyn Bag is the one to have. Ever since Bella Hadid was spotted wearing the bag, it started to gain traction on TikTok, and everyone's been wanting to get their hands on it. I usually go for larger slouchy bags, but I was more interested to see how the 28 would fit for day-to-day occasions. To me, Brooklyn is for days of running errands, and by running errands, I mean getting a sweet treat, buying yourself flowers at the Union Square farmers market, and then popping over to The Strand to buy the latest Sally Rooney book (which fits perfectly into the bag, by the way!). I'm usually a schlepper, running around the city with multiple bags, but felt at ease with this small suede bag resting on my arm.
Along with my book, I also was able to comfortably carry my phone, wallet, keys, sunglasses, and a few lip products. I could see myself reaching for this every day, but if you like to have your laptop or iPad on you, the size 39 would be up your alley.
If the Empire is for work or travel, and the Brooklyn is for everyday errands, then the Swing Zip is the bag to take when going out. It's for "girl dinners" that consist of caesar salads and truffle fries, for the nights when all you need is a bag to fit three lip glosses and maybe a credit card. Luckily for me, the Swing Zip, however, is sleek in design but also offers enough room for real functionality. As someone who usually only invests in larger handbags that offer more use, I was impressed by this bag the most. I've been going out a lot less (stay-at-home movie nights are my calling), but wearing this bag made me feel like I could use some more nights out on the town. Based on a 1998 design, this bag reminds me of the vintage Coach bags I'd put in offers for on eBay but has been perfectly reimagined for modern day.
I wore it out and didn't feel like I was jamming everything I needed in the purse. My phone, wallet, lip products, and keys fit perfectly snugly into the bag. The long adjustable straps felt comfortable on my arm, something I can't say for other small bags I have in my wardrobe.
