Coach has been advertising its handbags for the past 50 years, but the message has always remained consistent: The product is the star. Even as advertising has swept overseas, with celebrities such as Gwyneth Paltrow holding the bags in European magazines or Kate Bosworth in Asia, the brand has stayed true to its American style, and to keeping the product front and center. Here’s a look at Coach’s ad campaigns throughout the decades.
1960s: Before taxi cabs and billboards, Coach was advertising in Playbill. A New York brand to the very core, Coach’s first foray into advertising its handbags can be traced to 1962, when its first campaign was introduced to theatergoers who visited the city, during the brand’s Bonnie Cashin era. Cashin famously introduced the brass toggle to Coach bags, an innovation that has continued for decades.