0
0
Coach has launched “Unlock Your Courage,” a new fall campaign starring new global ambassadors Elle Fanning, Charles Melton, Nazha and Storm Reid, and returning Coach Family members Jayson Tatum, Kōki, and Youngji Lee.
The campaign introduces Coach’s Fall 2024 collection in a series of stories about having the courage to choose authentic self-expression over the idea of perfection. It is the newest exploration of “The Courage to Be Real,” Coach’s purpose-grounded platform inspiring people to express the many sides of who they are.
Unlock New Horizons with Coach’s Fall Collection
Coach’s “Unlock Your Courage” campaign reshapes the brand’s talent constellation with the addition of exciting new ambassadors —a global group uniquely aligned with Coach’s grounding purpose, the Courage to Be Real.
In their own ways, each of these individuals displays the authenticity, courageous spirit, talent, and style that makes them stand out in their fields. They are also strong examples of how to explore the many facets of one’s identity confidently.
The Fall campaign reflects the ways today’s generation can sometimes feel constrained by their own expectations of perfection. Starting from this initial place of vulnerability, the campaign stories then flip the narrative, with each character unlocking their inner courage to break free from their ideas of perfection and instead celebrate their unique self-expression.
Creative Director Stuart Vevers said, “My approach to the “Unlock Your Courage,” campaign matched my design process for the Fall collection.” He added, “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.”
Empowering Self-Expression Through Timeless Style
In the campaign films directed by Camille Summers-Valli, Coach bags act as a catalyst for the characters’ transformations, animating with a life of their own to help each individual tap into their inner confidence.
Elle Fanning portrays a young woman preparing for an audition, who then gets a burst of confidence from the Brooklyn bag she carries with her. Charles Melton’s character is arriving at a first date when his Hitch backpack helps him show up as his authentic self. In Nazha’s film, she plays a young woman walking up to a crowded party, and her Times Square Tabby bag gives her the assurance to arrive as only she could.
The new ambassadors are joined in the campaign films by returning Coach Family member, rapper Youngji Lee, playing a young woman who initially feels self-conscious at a family gathering before her Tabby bag pulls her out of her shell.
These films are complemented by a series of photographs by British photographer Elaine Constantine, which capture carefree moments of inner liberation and feature the full cast, including Storm Reid, who makes her debut with the brand in eyewear, and Jayson Tatum, for eyewear and watches, along with Kōki, featuring the new Times Square Tabby. Constantine worked closely with each individual to achieve a natural, uninhibited style of portraiture that evokes spontaneity and human emotion.
Step Into Courage
“Self-expression is one of the key pillars of the Courage to Be Real, our purpose here at Coach,” says 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.”
Another star of the campaign is Coach’s iconic Tabby bag, which appears in new silhouettes and finishes with the debut of the Times Square Tabby. Alongside the new Brooklyn bag, this latest iteration of the Tabby is a highlight of the Coach Fall 2024 collection, inspired by Creative Director Stuart Vevers’ vision of youthful interpretations of Coach’s American design language. The campaign also features tailored silhouettes and ready-to-wear essentials, including denim trousers, tops and knitwear, along with an array of New York-inspired charms such as yellow taxis, postcards and the Statue of Liberty.
The Courage to Be You: Coach’s New Fall Vision
“Unlock Your Courage” follows Coach’s previous campaigns, “Find Your Courage” and “Wear Your Shine,” all grounded in Expressive Luxury. These campaigns are part of Coach’s vision of a new kind of luxury, one that is focused on self-expression and individuality, as defined by today’s generation.
Coach’s ‘Unlock Your Courage’ collection encourages individuals to embrace their fearless selves, expressing boldness and confidence through fashion. Each piece is thoughtfully designed to empower and inspire, reflecting the inner strength of those who wear it. With this campaign, Coach redefines fall fashion by reminding everyone that true courage lies in daring to stand out and be unique. Shop the Coach Fall 2024 collection here.
