Could This Be Coach’s Answer to the Hermès Birkin?

Coach has officially entered quiet luxury territory with the release of its Fall 2024 lineup. Notably, one bag has caught the attention of fashionistas and handbag connoisseurs alike – the Empire Carryall.

Image courtesy: Coach

A structured leather tote rapidly becoming the internet’s latest obsession, the Coach Empire Carryall is already being hailed as Coach’s answer to The Row’s Margaux and the Hermès Birkin. Its understated design is turning heads, and its popularity has quickly eclipsed that of the Coach Brooklyn Bag, which only recently gained attention thanks to Bella Hadid.

Image courtesy: @theemichaelshaw

Crafted from genuine grain leather, the Empire Carryall maintains its shape no matter what you carry inside, whether it’s daily essentials or a few extras. Available in sizes 26, 35, 40, and 48, the Empire Carryall’s size range might look familiar—yes, we’re looking at you, Hermès.

The bag’s luxurious leather, sleek silhouette, and structured base have fueled comparisons to The Row’s Margaux, Ferragamo’s Hug, and even the Hermès Birkin—at a fraction of the price. In fact, the Coach Empire Carryall costs just 7% of the price of a Birkin 30. The highly sought-after size 48 retails for $895, but securing one is no easy feat. With some sizes already sold out and demand remaining high, the Empire Carryall is firmly establishing Coach’s status in the luxury market.

The Empire Carryall 48 was first unveiled during New York Fashion Week in February and saw a soft launch in some U.S. Coach stores in late August. However, it was initially available online only through Coach’s British website — a move that left many eager fans frustrated as they scrambled to secure one.

Coach fans have taken to TikTok and Reddit to share their trials and tribulations of securing the coveted Empire Carryall. While some have succeeded, others have had less luck. Rumors also swirl on these platforms, with some suggesting that only 50 of the size 48 bags were produced.

Image courtesy: @bexhere via TikTok

Image courtesy: Coach via Reddit

One thing is certain — the demand is real. Highsnobiety reports that Coach’s website is seeing a staggering 14,333 pageviews a day. As sizes continue to sell out and interest remains high, the Empire Carryall is firmly establishing Coach’s place in the luxury fashion world. This could well be a turning point for Coach’s resurgence in the luxury market.