Luxury fashion giant Coach is revolutionizing the holiday season with its eco-conscious campaign, “A Wasty Holiday,” shining a spotlight on the circular ethos of its sub-brand, Coachtopia. In a season notorious for excess, Coachtopia aims to address the environmental toll, revealing that up to 43 percent more waste is generated during the holidays than any other time of the year.
Launched in April, Coachtopia is not just a sub-brand; it’s a community-powered movement with a keen focus on Gen Z, circular craftsmanship, and collaborative creativity. Grounded in Coach’s Made Circular™ design philosophy, Coachtopia sets out to achieve a fully circular business model, marking a departure from the linear fashion system that sees over 85 percent of materials ending up incinerated or in landfills.
Coachtopia’s Made Circular principles aim to design out waste and minimize the use of new materials. This is a significant step toward addressing the fashion industry’s staggering greenhouse gas emissions, with new material creation accounting for 38 percent of the total. The brand envisions a future where products are not disposable but designed to be reused over multiple lifecycles, reducing their environmental impact.
The heart of the “A Wasty Holiday” campaign is a collaboration between actor Lola Tung, known for her role in “The Summer I Turned Pretty,” and a whimsical creature named “Wasty.” Constructed entirely from leftover materials, Wasty becomes a symbol of inspiration, motivating Tung and the Coachtopia community to transform holiday waste into exquisite Coachtopia creations. Together, they forge a community, creating a legacy that echoes throughout Coachtopia’s history.
Lola Tung, in an interview with InStyle, expressed her hope that the campaign, Wasty’s story, and the creative process would ignite excitement in people about sustainability and Coachtopia. The campaign is not just about reducing waste but also fostering a sense of community and creativity.
As part of the campaign, Coachtopia introduces a new collection of “Upcrafted” leather handbags and accessories. These sustainable offerings showcase the brand’s commitment to merging luxury with environmental responsibility. Going forward, Coach will transition from traditional flash sales to gift guides that emphasize the sustainability of Coachtopia products, aligning with the brand’s dedication to a greener, circular future.
In a world where fashion and sustainability often seem at odds, Coach’s Coachtopia emerges as a beacon of hope, demonstrating that elegance and environmental consciousness can coexist. The “A Wasty Holiday” campaign not only transforms waste into beautiful creations but also sparks a conversation about responsible consumption during the festive season. Coach’s venture into circular fashion sets a remarkable precedent, encouraging other industry leaders to embrace sustainability and redefine the future of luxury.
