When we say “fashion has the power to change lives,” we often mean it in a figurative sense. However, for Australian content creator Sam Todd, her obsession with Coach’s green apple bag has literally transformed her life and career. This vibrant accessory has become a symbol of her journey, showcasing how a single item can spark a whirlwind of opportunities and connections in the world of fashion.
Sam Todd first gained attention through a series of TikTok and Instagram videos posted during a holiday in Tokyo, Japan. In her quest to find the elusive green apple bag, she scoured countless Coach outlets and luxury second-hand stores, documenting her adventures along the way. Despite her efforts, the bag remained out of reach, but Todd’s journey was far from fruitless. She discovered a treasure trove of other Coach bags, vintage Louis Vuitton pieces, and a stunning green crystal-embellished Prada Re-edition—all at affordable prices. This exploration not only enriched her personal collection but also captivated thousands of new followers across her social media platforms.
“I already had an obsession with fashion and bags, but the way my audience and the rest of the world responded to the videos made me lean into it even more,” Todd reflects. Her candid approach to sharing her shopping escapades resonated with viewers, who appreciated the raw, unfiltered nature of her content. This shift from manicured, curated posts to spontaneous, “in the moment” shopping videos marked a turning point in her online presence.
Eventually, Todd succeeded in acquiring the coveted green apple bag through eBay. Shortly after, Coach recognized her passion for their novelty bags and gifted her every other design on her wishlist. This gesture not only solidified her relationship with the brand but also highlighted the impact of social media in connecting influencers with the companies they admire.
Despite completing her novelty bag collection, Todd’s thrifting adventures did not stop. She continued to return to Japan, documenting her visits to second-hand stores with a “no gatekeeping” philosophy. Her vibrant personality and unique sense of style, combined with her growing collection of bag charms, have created a sense of community among her followers. “It’s boring to gatekeep. It’s like a sisterhood on my page, and I love finding ways to make the love for fashion affordable,” she explains. This approach has not only benefited her but also helped her friend Yuji, who owns Atlantis Vintage, as his Instagram page gained over 40,000 followers after she featured his store.
Todd’s infectious enthusiasm and transparency have caught the attention of major brands, including Netflix. She was flown to Rome for the premiere of the second season of Emily in Paris, a surprise that underscored her unique style and perspective. “I’m not the biggest content creator in the world, but Netflix was like, ‘You have Emily’s style; you’re eclectic and camp like her. We want to take you rather than someone with a million followers.’ It felt so nice to be seen and appreciated for my point of view,” she shares. This recognition came after a decade of trying to break into the content creation scene, making it all the more meaningful.
At the time her social media began to flourish, Todd was in the midst of rebranding her own fashion label, The Volt. However, the newfound traction on her platforms inspired her to pivot her focus entirely to content creation, putting her brand on hold for the foreseeable future. “My pages have grown in size exponentially. I found my girls, and they found me, so I feel like this is a sign from the universe to focus on creating content,” she says, noting the demanding nature of producing three to four videos a day.
With this new direction, Todd is expanding her digital footprint by launching a YouTube channel that will feature longer videos centered around her passions for vintage shopping, bags, and fashion. She plans to include her travels, jewelry collections—such as country-exclusive Pandora charms—and collectibles like Sanrio characters and the latest viral sensation, Labubu. “I actually got my Labubu in Singapore from a reseller because it’s sold out everywhere, and I bought clothes for it, which gives me yet another thing to obsess over—its outfits have to match mine,” Todd reveals. Her attention to detail is evident in her motto: “The difference between good and great is detail.”
Through her journey, Sam Todd exemplifies how a passion for fashion can lead to unexpected opportunities and connections. Her story is a testament to the transformative power of creativity, community, and the joy of self-expression in the ever-evolving landscape of social media.
