I’m Buying This $300 Coach Bag Over Any Four-Figure Designer Purse—Here’s Why

Look to any Coach bag—and it's probably either taken over your social media timeline, or you've heard a friend rave about it as her go-to bag, even in favor of the new It-$3,000 designer handbag. Maybe you've even bought a Coach bag recently, a purchase influenced by a trusted TikToker's review of the Empire carry-all or after seeing Bella Hadid and her Brooklyn tote all around Manhattan.

Lately, the best Coach bags are not only going viral—they've become a fashion trend in their own right. Just look at the data; in the Lyst Q4's 2024 Index (an analytics aggregate of who's who in fashion), Coach ranked as the fifth hottest brand, with demand increasing 332 percent year-over-year. In short: This is Coach's world; we're all just living—and shopping—in it.

The backstory behind the brand's exponential surge is a lesson in doubling down on what you do best.

If you're familiar with Coach's history (or coveted its 'C' monogram canvas bags in the early 2000s), you know that its bread and butter has always been affordable handbags and leather goods. To re-solidify its rank as a top contender in the category, Coach brought on creative director Stuart Vevers in 2013. Come 2019, when the brand debuted its envelope-flap Tabby Bag—now a favorite of Jennifer Lopez and Selena Gomez— and rendered it in pillowed leather, shearling, glitter jelly, and endless other fabrications.

The buzz about the best Coach bags has also made its way into Marie Claire's office. Walk into our New York HQ on any given workday, and you'll see one editor run out the door with Coach’s cherry Ergo bag looped in hand, while another arrives with a large Lana Bag looped over her shoulder, her 13-inch laptop safely tucked inside.

Like countless others, beauty writer Ariel Baker was inspired to buy Coach’s capacious Empire 40 carry-all after falling down a TikTok rabbit hole. A quick search for "Coach bags" on the app turns up over 60 million posts dedicated to the brand. “I’ve never impulsively spent $700 on a bag before,” Baker says over Slack, “but TikTok was spot-on this time. I got the Empire 40 in Maple and have been using it daily as my work bag. Coach, I genuinely want you to stay out of my bank account. On the other hand, this rebrand is iconic, and you’re doing amazing, sweetie.”

So, just remember, for every viral Instagram Reel you watch or new celebrity you see joining the Coach fan club, know that the hype for the best Coach bags is real—we Marie Claire editors can attest. For more information and influence, keep scrolling to see the seven specific silhouettes that have earned our team's hard-earned stamps of approval.

A Quick Look at the Best Coach Bags

• The Celebrity Favorite: Coach, Brooklyn Bag, $295
• The New Cult-Classic: Coach, Tabby Bag, $395
• Best Shoulder Bag: Coach, Lana Bag, $495
• The Viral Sensation: Coach, Empire Carryall Bag, $695
• Best Work Bag: Coach, Gramercy Tote, $495
• The Gen Z Staple: Coach, Ergo Bag, $350
• Best Throwback Style: Coach, Swing Bag, $395

The Brooklyn Bag

Coach's Brooklyn Bag is the leather tote that Bella Hadid carries religiously and continues to go viral on TikTok with millions upon millions of views. Appearing on Coach's Fall 2024 runway and officially launched in August 2024, the Brooklyn style is made of slouchy, natural grain leather and offered in two sizes—the smaller '28' and the generous '39,' which can fit a 15-inch laptop.

Marie Claire's fashion e-commerce editor, Julia Marzovilla, owns Coach's Brooklyn 38 Bag and shouts it out as a stand-up work bag. "Coach’s iconic Brooklyn Bag, one of my new favorite totes, is lightweight and large enough to hold a laptop, a makeup bag, a change of clothes, and more," she says. Marzovilla also notes that the large tote bag isn't too big—it's just right. "I’m 5’2, and I don’t find the larger silhouette overwhelming on my frame."

The Tabby Bag

You know you love it; you might already own it—it's the Coach Tabby Bag. Recognizable by its signature 'C' hardware, elongated east-west bag silhouette, and envelope flap, the Tabby is one of the brand's foremost hero styles, offered in various iterations, including compact shoulder bags, chain wristlets, and micro-sized crossbodies.

Launched in Spring 2019, the Tabby has become a consistent favorite among Coach fans, including Ashlyn Delaney, associate social editor at Marie Claire."My obsession with this bag is an understatement! Despite being a newer style, the Coach Tabby is truly a timeless piece that I know I'll cherish in my wardrobe for years to come," says Delaney. "Not only is it incredibly stylish—but its versatile shape makes it the perfect accessory for any occasion. I also had the fun opportunity to customize it at a Coach brunch."

The Lana Bag

The Lana is another TikTok favorite, with countless users raving about the pebble leather shoulder bag as a fantastic in-office option that accommodates their laptop, lunch, and more or as a stylish diaper bag. While she's relatively small, she certainly packs a punch. The slouchy yet sturdy bag—available in a standard size of 16 inches by 11 inches and a smaller 5.5-inch by 8.75-inch version called the '23'—is adored by many for its style and function. The Lana includes a central zip compartment, two side pockets for organized storage, and four protective feet to keep the bottom of the bag secure.

The Empire Bag

After debuting on Coach's Fall 2024 runway, the Empire Carryall 40 quickly became a must-have bag for both fashion insiders and the general public. Coach's Fall 2025 runway showcased an elongated East-West bag that is equally in demand. All bags in the Empire collection feature glove-tanned, natural grain leather for a vintage, worn-in appearance, adjustable gusset straps, and reinforced handle anchors for enhanced security.

Marie Claire's Baker confirms that the bag is meant to be well-used and taken everywhere. "I'm not one to baby my purses, so my Empire 40 has been stuffed into corners, tossed onto the floor—you name it, this bag has been through it," she says. "Still, it only seems to improve with time. The leather is perfectly slouchy and worn in. With a few minor exceptions, there are hardly any scratches on the bag, and the best part is, the handles are perfectly intact."

The Gramercy Tote

Another dependable leather tote for work is the Gramercy. It can easily fit a 16-inch laptop and features adjustable straps that exemplify the 2025 belt buckle trend, which places hardware everywhere except the waist.

Halie LeSavage, Marie Claire's senior fashion news editor, praises the Gramercy as a worthwhile investment for a stand-up laptop bag. "Nearly eight years ago, I walked into my first day at my first magazine editor job carrying a Coach tote with my initials stamped on the tag," she recalls. "It checked all the practical boxes for my hour-long commute to and from the office (laptop, water bottle, and gym clothes friendly), but it also looked more grown-up than the canvas bags I'd toted throughout college. I still have it to this day—and while the exact convertible style I'll forever cherish is long sold out, the belted Gramercy tote is a close replica. I'd recommend it to anyone who wants to feel ready to tackle their work days—whether they're in their first job or their fifth."

The Ergo Bag

A significant factor in Coach becoming a 2025 power player was the launch of Coachtopia, a sub-brand of accessories and apparel designed with sustainability and circular design top of mind. Coachtopia's Ergo—a bag beloved by Gen Z's arbiter of cool, Olivia Rodrigo—is made with 50 percent recycled leather fibers from scraps and known for its playful, eclectic prints.

Sadie Bell, Marie Claire's senior culture editor, can't say enough good things about the cutesy handbag. "I grew up borrowing (stealing) my mom's classic leather Coach bags and then began thrifting them. But I've come to prefer a bag that's a bit more playful," Enter the Ergo, which she owns in white, cloud-printed Coachtopia leather. "It's cute, fun, has a striking sheen, and I love that it's still small but has a strap that's large enough to fit over my shoulder and that the leather gives so you can stuff quite a bit in there," says Bell. "It's the perfect little bag that pairs well with most any outfit and makes me feel on cloud nine."

The Swing Bag

Last but not least—Coach's Swing bag is a reinterpretation of a 1998 design that combines vintage appeal with modern sensibility. Its movement-friendly name comes from the 10-inch to 12.5-inch straps, which position the base of the bag snugly against the wearer's elbow and side body. The Swing is the bag to choose if you love the look of a vintage Coach bag but lack the time to thrift or search on eBay.