Luxury American fashion house Coach has introduced its new “In My Tabby” ad, which promotes its Tabby bag; however, the campaign will not be limited to the real world: it will also expand to Web3.
The fashion brand will, in fact, take part in Decentraland’s Metaverse Fashion Week, with the Tabby bag as the star.
The campaign, with the slogan “What we carry makes us stronger,” will take virtual life in the form of a digital Coach Tabby bag, which users will be able to enter and explore within.
Inside the virtual space, visitors can engage with digital artists and collect Coach Tabby digital wearables created in collaboration with Zero10, an Augmented Reality (AR) fashion platform.
This isn’t the first time Coach has dabbled in Web3.
Last December, Coach was one of the fashion brands that collaborated on the creation of an NFT collection to commemorate the Council of Fashion Designers of America‘s 60th anniversary.
Nonetheless, the brand’s first step into the NFT space dates back to 2021, when it released an NFT collection to commemorate its 80th anniversary. The collection had 80 NFTs, with 10 NFTs per each of the eight unique animal characters starred.