Baggallini Uses Coco Rocha Collaboration to Push Its Fashion Positioning

The collection introduces a new oversized silhouette, the Super Bagg, alongside other styles. It launches September 17 through the brand’s website and selected retailers, with prices from $100 to $200. Marketing vice president Lydia Feniger said Rocha pushed the brand toward “a more unexpected, fashion-forward lens”.

A campaign photographed in New York by David Roemer connects Rocha’s modeling, work and family roles to the range. That gives Baggallini a fashion-led way to communicate the organizational features that have long defined its products. The RG Barry Brands label says it has sold more than 30 million bags over its 30-year history.

The announcement does not disclose the collaboration’s financial terms or sales targets.