Coach has appointed Michael B Jordan as ambassador for its 2019 spring campaign featuring its menswear, hero bags, and fragrances.

Coach has unveiled its worldwide men’s spring advertising campaign. Said imagery stars actor and producer, Michael B Jordan, in his debut as the first global face of the label’s menswear. He will appear in a series of key visuals set ‘backstage’ at a faded carnival.

Shot across a sunlit desert landscape outside of Los Angeles, the photographs place him on a vintage car, dressed in the designer’s reimagined iconic American silhouettes. The range includes a colour-block shearling jacket, blue leather moto, and patchwork leather MA-1.

The push also spotlights the lineup of hero bags from the new season, comprised of the Signature Rivington Backpack, Rivington Belt Bag, and Metropolitan Carryall. Coinciding with the roll-out is the men’s fragrance collection debut by Coach which Jordan will reveal.

The added layer sees the icon in a garage amidst chrome-plated reflections, conveying the portfolio’s masculinity. Photographer, Craig McDean; art director, Fabien Baron; makeup artiste, Carola Gonzalez; stylist, Jane How; and hair stylist, Jove Edmond, were appointed.

“I’ve really enjoyed getting to know Michael over the last few years. He has been a true supporter of our brand, so, it felt like a natural step to collaborate more closely and create a partnership we can take to the next level,” said Stuart Vevers, Creative Director, Coach.

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