Lil Nas X’s ascendancy to the upper echelons of celebrity is a powerful message to all other Barbs: ‘You, too, can release record-breaking music and star in fashion campaigns if only you’d untether yourself from Twitter.com’. Yes, he may have started out as a Nicki Minaj fan account but he’s now the face of Coach – and, having walked in the brand’s SS23 show and featured in a slew of advertising campaigns, Lil Nas X is also the protagonist of Coach’s Tabby bag. 

A plump redux of a 70s shoulder bag (which seems to be a thing at the moment, with Gucci and Marc Jacobs reissuing accessories from their own back catalogues) the interstellar campaign riffs on the classic ‘what’s in your bag’ phenomenon. But it goes beyond empty crisp packets, old receipts, and broken lighters, and instead puts an emphasis on the emotional baggage we haul around, like old barnacles calcified to the shoulders. “The campaign redefines what we carry not just in terms of physical objects, but emotions – the experiences, personal journeys and aspirations that shape who we are – that we carry with us as we continue to create ourselves,” as the label says. 

“I’ve always believed that fashion should be about more than only style, it should be about community, and creating safe spaces where people feel free to express themselves,” creative director Stuart Vevers says, having also brought Camila Mendes, Kōki, and Wu Jinyan into the fold. “It brings together our Coach Family and collaborators to celebrate stories of creativity and courage that embody our vision for Coach to inspire people to fully express all of who they are.” Alongside a made-to-order service, the brand will host a series of pop-ups and activations, including a metaverse experience created for Decentraland’s second Metaverse Fashion Week this month. 

Click through the gallery above to see the rest of Lil Nas X’s turn as model.