Everyone thought Coach was just for high school graduations or suburban malls. Then Bella Hadid happened.
Honestly, the shift was so fast it gave the fashion industry whiplash. One minute we were all obsessed with four-figure "quiet luxury" totes that looked like paper bags, and the next, the world’s most influential supermodel was walking through New York City with a $495 Coach Brooklyn bag.
It wasn't a one-off. It wasn't just a paid campaign shoot. She actually wore it. Over and over.
The Brooklyn Bag That Changed Everything
In the summer of 2024, Bella was spotted carrying the oversized, slouchy Brooklyn 39 tote in black leather. Usually, when a celeb of her caliber carries a bag, it’s a "gifted" moment that lasts for one paparazzi stroll before the bag is retired to a closet graveyard.
Not this time.
She wore that bag to the point of exhaustion. She paired it with vintage capris, simple tank tops, and those "ugly-chic" sneakers she loves. Basically, she made Coach look like the coolest vintage find you never knew you had.
The internet, predictably, lost its mind. TikTok "bag-fluencers" began hunting for the Brooklyn 28 and 39, causing mass sell-outs. It was a weird, beautiful moment where a "mall brand" suddenly had more street cred than some of the houses on Avenue Montaigne.
Why did it work? Because it felt real. Bella has this weird superpower where she can wear something affordable—well, affordable in the context of supermodels—and make it feel like an intentional style choice rather than a budget constraint.
What She’s Wearing Right Now (January 2026)
Fast forward to right now. If you think the Bella Hadid wearing Coach era was just a 2024 fluke, you’re missing the latest sightings.
Just a few days ago, on January 12, 2026, Bella was spotted heading to dinner in Los Angeles. She wasn't carrying a giant tote this time. Instead, she had the Coach Tabby 26 in a gorgeous "Maple" burgundy shade.
She did this thing where she swapped the standard short strap for a longer, thicker crossbody strap. She wore it over one shoulder—not across the body—which is apparently the "it" way to wear bags in 2026.
Her outfit was peak Bella:
- A nude, boat-neck Valentino long-sleeve (with bra straps peeking out, because that's back).
- Indigo dark-wash jeans.
- Tan Jimmy Choo pumps.
- That burgundy Tabby bag.
It looked effortless. It looked like she just grabbed it on her way out the door. And that’s the secret sauce.
Why the Coach Empire Carryall Is the New "Big Bag" King
If the Brooklyn bag was the "slouchy" favorite, the Coach Empire Carryall is the one for people who actually have places to be.
Bella was seen with the Empire Carryall 34 in NYC during a rainy spell last year. It’s an "east-west" silhouette, which basically means it's wider than it is tall. It has these long double straps that actually stay on your shoulder—a rare feat in the handbag world.
What’s interesting is that Coach is leaning into this "distressed" look. The leather on the Empire looks like it’s already lived a full life. Bella loves that. She’s the queen of vintage, so a brand new bag that looks like it was found in a Parisian thrift store from 1994 is right up her alley.
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People are calling 2026 the "New 2016." Back then, we were all about big logos and flashy hardware. But the way Bella wears Coach now is different. It’s more about the shape and the utility.
The "Bella Effect" on Brand Strategy
Let’s be real: Coach has had a massive glow-up. For a while there, they were struggling with being seen as "dated."
But they did something smart. Instead of trying to be a fake version of a European luxury house, they leaned into their American heritage. They brought back archival designs from the '70s and hired creative director Stuart Vevers to make them feel relevant.
Then they got Bella.
She didn't just appear in the "Unlock Your Courage" campaigns alongside people like Elle Fanning and Charles Melton. She became a walking billboard for the brand's "Coachtopia" line and their main collection.
When you see a photo of Bella Hadid wearing Coach, you don't think, "Oh, she’s doing a job." You think, "I could actually buy that bag and look halfway as cool as her for under five hundred bucks."
A Quick Reality Check on "Affordable Luxury"
There’s a lot of debate about whether these bags are actually "affordable."
Look, $450 for a handbag is still a lot of money for most people. But in a world where a Chanel flap bag is pushing $10,000 and a basic leather tote from a "quiet luxury" brand is $3,000, Coach is a breath of fresh air.
The quality is actually there, too. If you look at the Reddit threads or the fashion forums, people are genuinely surprised by the "glovetanned" leather. It holds up. It doesn't scuff if you look at it wrong.
How to Style the "Bella x Coach" Look Without the Supermodel Budget
You don't need a stylist to pull this off.
The trick to the Bella Hadid look isn't the bag itself—it’s how she treats it. She treats a $500 Coach bag the same way she treats a vintage $5,000 Fendi. She stuffs it full of things. She lets it get a little rained on. She wears it with gym shorts or a blazer.
If you want to grab the look, here’s what to look for:
- The Shape Matters: Go for the "east-west" styles like the Empire Carryall or the "hobo" slouch of the Brooklyn. Boxy is out; movement is in.
- The "Loved" Leather: Look for the styles Coach calls "distressed" or "natural grain." The shinier the bag, the less "Bella" it feels.
- The Shoulder Hang: Don't use the crossbody strap across your chest like a tourist. Hang it long off one shoulder. It’s inconvenient, sure, but it looks much cooler.
- Charms are Back: Bella often adds little trinkets or charms to her bags. It makes a mass-produced item feel personal.
The Verdict: Is the Hype Just a Trend?
Trends usually die within six months. We’ve been talking about Bella and Coach for nearly two years now.
That’s not a trend; that’s a shift in how we view "cool."
We're moving away from the idea that you have to spend a month's rent to have a "status" bag. Bella proved that status comes from style, not just the price tag. Whether she’s in Aspen with a vintage find or in LA with a brand new Tabby, she’s making the case that Coach is officially back in the "cool" club.
Your Next Steps to Nailing the Look
If you’re looking to invest in one of these pieces, don't just buy the first one you see.
- Check the Resale Market: Because Coach is so popular right now, some people are flipping the Brooklyn bags for more than retail. Don't fall for it. Coach restocks frequently.
- Touch the Leather: If you can, go to a physical store. The difference between the "Polished Pebble" leather and the "Glovetanned" leather is huge in terms of how the bag hangs on your body.
- Size Up: If you’re getting the Brooklyn, the 39 is the one Bella made famous. The 28 is cute, but it doesn't have that same "I'm a busy model on the go" vibe.
Start by looking at the archival-inspired collections. They have the most "Bella" energy and are likely to stay in style long after the next "it" girl finds a new favorite brand.