Is Coach’s Viral Empire Carryall 48 the Official Fall 2024 Bag? How to Grab TikTok’s Latest Sold-out Obsession, Price and More
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Thanks to TikTok, bag enthusiasts have found a new style to obsess about. Tens of millions of searches and dedicated posts for the Coach Empire Carryall bag have skyrocketed its status into internet fame, making it the most coveted bag of the season. And, at least for now, it’s still available to shop.
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On Aug. 16, Coach’s creative director, Stuart Vevers, shared a video on the social media platform, guiding his followers through creating the brand’s Empire Carryall 48 bag, which was featured in Coach’s fall 2024 runway and soft-launched in limited quantities in North America for $1,595. The video, which has garnered more than 331,000 views, caught the attention of lifestyle expert and bag investor Preston Konrad, who went on a mission to buy his own Empire Carryall 48, sharing every step of the process on his account. In one week, the bag became the “must-have” accessory of the season on TikTok.
The Coach Empire Carryall is inspired by New York and “the idea of something that had been loved and treasured,” Vevers explained. The bag is crafted of natural grain leather and features a roomy open compartment. Its design has been compared to The Row’s Margaux bag, “which in some circles are the new Birkin,” WWD previously reported.
In fact, TikTok creators are most excited to “Jane Birkin-ify” their Coach Empire Carryalls, as one user captioned her unboxing haul video. The trend of styling the bag with eclectic charms has garnered over five million posts alone, with tapped-in Coach fans sharing “charm tours” that gather everything from small stuffed animals to pearl necklaces, silk scarves, and Coach’s new city charms. The bag has become a new-classic for all style perspectives, serving as a blank canvas that welcomes personal touches from all walks of life.
The trend was sparked on the runway, where the Coach Empire Carryall 48 was seen accessorized by keychains and New York City charms. “The idea was that our character was traveling through the city and picking things up along the way, like a pretzel or a Statue of Liberty postcard… We actually wrote every postcard, especially for each model whose bag it was hanging off,” Vevers said.
The Coach Empire Carryall is also available in four different sizes, including 40, 35, and 26. Size 48, which catapulted the style to fame, is currently sold out on coach.com (likely due to over 9 million TikTok users searching for answers for “how to buy a Coach Empire Carryall 48”). Interested customers should sign up for the “notify me” feature on the brand’s website.
Lucky Coach fans who got their hands on the 48 continue to sound off on the app. “Not pictured: the 3 hours I spent admiring this bag,” posted one user, while another shared excitement about adopting it as her “new go-to work bag.” In a standalone review of the Coach Empire Carryall 26, user @brookiescloset gushed over how “soft and supple” the leather feels. “I got this size because I wanted a bag that I could easily throw my keys, wallet, phone, and cosmetic bag, and not have to dig around… to find what I’m looking for,” she said, adding that “this really is a perfect size” between a small handbag and a tote.
The Coach Empire Carryall continues the brand’s viral bag streak. A few weeks ago, bag enthusiasts were focused on the Coach Brooklyn Shoulder Bag 39 after seeing it carried by Bella Hadid in the streets of New York.
According to Coach, a glove-tan leather style in size 48 will be officially released on Oct. 20 in limited quantities at $895. Additionally, the Empire Carryall 40 will also be released for $695 in multiple colors, including Honey, Maple, Black and Merlot.
Coach introduced its fall 2024 collection in February. “There’s a lot of good momentum at Coach right now which, after being here 10 years, is nice to see,” Vevers told WWD during a preview.
Coach Empire Carryall Bag 26
$450
Coach Empire Carryall Bag 35
$650
Coach Empire Carryall 40 Bag
$695
How to Style The Coach Empire Carryall Bag
For Work
Coach Empire Carryall 40 Bag
$695
Shown with: Coach Times Square Tabby Shoulder Bag With Quilting ($495), Coach New York Map Print Silk Square Scarf ($95), Coach Id Lanyard With Signature Canvas ($95), Coach Notebook with Rexy ($95)
For Play
Coach Empire Carryall Bag 26
$450
Shown with: Coach Tabby Bag 12 ($195), Coach Quilted Padlock Charm Bracelet ($125), Coach Cherry Bag Charm ($95), Coach Idol Oval Sunglasses ($192), Coach Gigi Booties ($265)
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Coach Times Square Tabby Shoulder Bag 17 With Quilting
$395
Price upon publish date of this article: $395
Coach Times Square Tabby Shoulder Bag With Quilting
$495
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Coach Brooklyn Shoulder Bag 28 in Brass/Black
$295
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Coach Brooklyn Shoulder Bag 39 in Brass/Maple
$495
Price upon publish date of this article: $495
Coach Tabby Shoulder Bag 20
$350
Price upon publish date of this article: $350
Coach Tabby Shoulder Bag 26 With Quilting
$550
Price upon publish date of this article: $550
Coach Tabby Shoulder Bag 20 In Metallic
$395
Price upon publish date of this article: $395
Coach Soft Tabby Shoulder Bag
$450
Price upon publish date of this article: $450
Coach Tabby Crossbody Wristlet In Signature Canvas
$225
Price upon publish date of this article: $225
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