Coat jacks London Fashion Week with handbag paint tins
By James Herring on Wednesday, September 24, 2025
At London Fashion Week, Coat (the paint brand) teamed up with Allies Studio to launch Carry Your Coat, a guerrilla campaign that turned recyclable paint tins into a fashion accessory.
Spotted in the queues and streets outside shows, the tins were styled as handbags and shot by Panos Damaskinidis.
The images were printed and pasted across London within hours.
“The most photographed bag at London Fashion Week isn’t even a bag,” said Allies.
The carbon-negative tins, and pre-loved styling by Positive Retail, delivered a pointed message about overconsumption.
“A paint tin might not be a bag,” said Coat co-founder Rob Abraham, “but we believe this carries a bigger message.”
The tins are available to buy, with all proceeds going to Furnishing Futures.
No waitlists, no markups – just a sharp, street-smart take on fashion’s waste problem.
