As a millennial, the little girl inside of me is screaming with joy because Coach’s Brooklyn Bag is having quite the moment. In the early and mid-2000s, which were defined by logomania, the brand decked out its bags with that iconic C stamp, and the girlies went wild buying up the instantly recognizable designs. But in 2024, it’s a different story that’s catapulting the brand back into the limelight.
As shoppers continue to think long-term about the investments they make, it’s Coach’s expertly crafted, minimalist leather bags that are causing quite a stir. They’re so beautifully sculpted that I ran into at least three other editors carrying the same Coach bag during New York Fashion Week. Of course, there’s no gatekeeping here: It’s the Brooklyn. Long before the week began, I had my eyes on that stunning yet practical bag, especially when Bella Hadid proved how chic the new design looks by wearing it with not one, but two different outfits this past summer.
A few weeks later, a friend sent me a TikTok video with a text message saying, “The girlies are obsessed with these Coach bags this season.” And it might be one of the first matters I’ve agreed with Gen Z on.
It’s hard to find a bag that can rest comfortably on your shoulders without slipping off, is spacious enough to hold all the essentials, and comes with a barely-there logo stamp for a minimalist finish. When I use the word minimalist, let’s be clear: a less-is-more approach does not have to be synonymous with a lack of creativity. This subtly chic bag comes in an elongated trapezoid shape that feels refreshingly unique without all the bells and whistles.
The love for the bag doesn’t just stop at the editors, celebrities, and TikTok creators. There are entire threads on Reddit dedicated to the Brooklyn. So, it’s definitely safe to say Coach is back, baby. Shop the bag that has everyone in a frenzy, below.
Alexis Bennett Parker is the Commerce Content Lead at ELLE.com. In this newly created role, she oversees all shopping-related stories online, from fashion-forward trend pieces to the most coveted beauty buys on the market right now. Alexis has worked in the publishing space for 11 years, and seven of those years have been dedicated to helping shoppers make informed purchases—no buyer’s remorse here! Before joining the team at ELLE.com, she worked in the editorial departments of Vogue, Cosmopolitan, and InStyle, to name a few magazines. Not only has Alexis worked closely with several brands and tested hundreds of products over the course of her career, but she’s also won awards for her work as a shopping journalist. Namely, she was an honoree at the Pynk Magazine Gala in 2023, received the Condé Nast Commerce Content Award for Best Article by a New Hire in 2021, and was included on the Top 40 Under 40 Heir’s List in 2018.
