Coachtopia is the favorite of the Coach brand for many Gen Zers, and for their first-ever holiday campaign, they are setting the bar high for themselves by having a “Wasty” holiday, aiming to combat holiday waste by taking their older pieces and restructuring them into new pieces that perfect for the gift-giving season.

With actor Lola Tung fronting the campaign, most recognized for her smashing role in the hit series The Summer I Turned Pretty, Coachtopia restructures what we once knew about holiday waste and spreads a message of hope. Tung stands next to a tall, multicolored, furry creature named Wasty who is constructed of different textiles and old bag chains, fringe, leather, fur, and denim with big green eyes. Wasty is used to represent just a small portion of waste compared to how much waste there really is; how even things we think don’t have new life can be cute and reused.

Along with the campaign, the brand is spotlighting some of its key items of the season, coming in a range of colors and fabrics, made from Upcrafted, recycled, and recyclable materials. As well as mini versions of the iconic shaped Coach bags embroidered with butterflies and sleeping caterpillars. And you can’t forget a whole new set of checkered bags ranging in indigo, orange, and deep plum.

This new collection shares the message that holiday waste is fixable if we’re all trying hard enough, and who doesn’t want a new bag in the process?

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