Coach’s Latest Demi Bag Campaign Is an Ode to Y2K Fashion

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Riding the Y2K wave we’re all perpetually on, Coach is reissuing their Demi bag in all new colorways. As a Gen Z fan-favorite, Coach has managed to become a staple piece of fashion’s current zeitgeist. We’re all craving nostalgia and holding anything reminiscent of the early 2000s near and dear to our fashion hearts. 

The push for nostalgia bulldozed through most people during the early stages of the pandemic when we were all restricted to the inside of our homes. This led to deep exploration and admiration of the early years, especially in connection with the times’ unique fashion trends. Now, Gen Z cannot seem to get enough of rebuilding a fashion landscape reminiscent of the past. Hence why Y2K is all the rage. 

“Now, getting to work with the Coach team is so fun,” Hamilton says. “My favorite part is how creative their ideas are for their photoshoots. It’s always really fun and exciting to come to the Coach set knowing what you’re doing but being surprised at how cool it actually is.” 

Hamilton, outside of modeling, also focuses heavily on music. When she’s not gracing the covers of fashion campaigns, she’s working on upcoming projects.

“Making music and being a person who is artistic, can feel like tunnel vision,” Hamilton says. “I feel fashion inspires my creative process by allowing me to show another side of my personality and creative mind through style. I have a lot of songs that I’ve been working on and my second EP that I’m nervously excited to share. I haven’t released any music since before quarantine so I’m super excited.”

Demi Bag in Signature Jacquard


And from the looks of it Y2K fashion seems to be sticking around for a little bit longer. For Hamilton, style choice is all about finding balance and what fits your personality. Trends come and go. Find something worth lasting forever. 

“Personal style to me means having an identity for yourself and properly representing yourself to the world without speaking,” Hamilton says. “From my memory as a child, I thought everything during the Y2K era was ugly. But of course because of trend cycles, everyone picks and chooses what they like from different eras. Y2K style currently, is super girly futurism. Bright colors, bold patterns, and loud textures. I appreciate the resurgence. I think it’s fun.”

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