COAT Paints

We reimagined COAT’s signature tin, usually filled with climate-positive paint, as the season’s most subversive handbag and crashed London Fashion Week with 'Carry Your Coat', a guerrilla-style campaign that transformed recyclable tins into fashion's most subversive handbag.

The campaign laced sustainability at the heart of style. Instead of another designer bag, models carried COAT tins through the streets, shows, and shoots of London. Simple. Unmissable. Impossible to ignore.

Shot in the thick of the city, from bus stops to the Underground the visuals blurred the line between street style and advertising. The stripped-back copy, Carry your COAT, framed the tins as fashion’s quiet rebellion: recyclable, zero-waste, and sustainable.

With a campaign like this, it's high-risk, high-reward, as a fast-turnaround activation leaves little margin for error. However, the urgency is what gave the work its edge, echoing the frenetic, blink-and-you'll-miss-it pace of fashion week itself. What followed was a whirlwind of real-time creativity. Photographer Panos Damaskinidis shot the models on the streets, then the images were designed, printed, and plastered back across London within hours. The campaign became a feedback loop where the stunt, its documentation, and its media presence blurred into one.

What started as a product re-contextualisation became a cultural statement. The campaign aims to spark conversations about overconsumption and ultimately can sustainability ever be as desirable as luxury?

And the best part? The bag was real. You could order the Paint Tin Bag yourself. No waiting lists. No inflated price tags. Just a COAT tinbag, ready to carry.

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