Coach is embracing authenticity and self-expression with its latest campaign, "Unlock Your Courage," launching today. This dynamic initiative showcases the brand’s Fall 2024 collection through a fresh lens of realness and individuality, starring a mix of new global ambassadors and familiar faces from the Coach Family.
The campaign introduces a vibrant ensemble of stars, including Elle Fanning, Charles Melton, Nazha, and Storm Reid, alongside returning members Jayson Tatum, Kōki, and Youngji Lee. Together, they embody Coach’s new narrative that celebrates the courage to be authentically oneself rather than striving for unattainable perfection.
Couch Fall Campaign with Elle Fanning
Coach's Creative Director Stuart Vevers explains, "My approach to the "Unlock Your
Courage," we focused on the tension between something romantic and picturesque and something very real and spontaneous; a sense of the lived in but compelling aesthetic that typifies the spirit of New York. Elaine's dynamic shots of our friends of the house all amplify that message of authenticity and the beauty that comes from embracing the imperfections of a well-lived life in well-loved fashion."
Couch Fall Campaign with Charles Melton
Directed by Camille Summers-Valli, the campaign films use Coach bags as symbols of personal transformation and self-discovery. Each character’s journey is highlighted by their interactions with their Coach accessories.
Couch Fall Campaign with Nazha
For instance, Elle Fanning’s Brooklyn bag gives her the confidence needed for an audition, while Charles Melton’s Hitch backpack helps him be his true self on a first date. Nazha’s Times Square Tabby bag empowers her to make a grand entrance at a lively party, and Youngji Lee’s Tabby bag boosts her confidence at a family gathering. These stories are further brought to life through evocative photography by British photographer Elaine Constantine, who captures genuine, liberating moments with the campaign’s diverse cast.
Couch Fall Campaign with Storm Reid
"Self-expression is one of the key pillars of the Courage to Be Real, our purpose here at Coach," elaborates Coach Global Chief Marketing Officer and Tapestry Chief Growth Officer Sandeep Seth. "We've found again and again that the chase for perfection can hold us back from expressing ourselves authentically. 'Unlock Your Courage' is meant to inspire our consumers to break from that impossible standard and embrace the many facets of who they are."
The campaign also highlights Coach’s iconic Tabby bag in new designs, including the debut of the Times Square Tabby, along with the new Brooklyn bag. The Fall 2024 collection features youthful takes on American design, with tailored silhouettes, denim, knitwear, and New York-themed charms such as yellow taxis and postcards.
Jayson Tatum Coach Unlock Your Courage Campaign
"Unlock Your Courage" follows Coach's "Find Your Courage" and "Wear Your Shine"
campaigns grounded in Expressive Luxury, Coach's vision of a new kind of luxury focused on self-expression as defined by today's generation.
For those eager to explore Coach’s latest collection, visit Coach.com or find it at select retailers starting today.
Koki Coach Unlock Your Courage Campaign
Youngji Lee Coach Unlock Your Courage Campaign
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