Coach unveiled their Fall 2024 collection on Thursday, along with the debut of the ‘Unlock Your Courage’ campaign, which features new global ambassadors.
The campaign features Elle Fanning, Charles Melton, Nazha, and Storm Reid, along with returning Coach Family members Jayson Tatum, Kōki, and Youngji Lee.
“My approach to the Unlock Your Courage campaign matched my design process for the Fall collection,” creative director Stuart Vevers explained.
“We concentrated on the contrast between something romantic and picturesque and something very genuine and spontaneous—a sense of the lived-in but appealing aesthetic that characterizes the essence of New York. Elaine’s dynamic images of our housemates all accentuate the idea of genuineness and the beauty that comes from accepting the flaws of a well-lived existence in well-loved clothing.”
Coach’s campaign, designed by Camille Summers-Valli, features the ambassadors in a series of transforming stories in which their characters harness their inner confidence using Coach’s trademark bags.
Elle Fanning portrays a young actress preparing for an audition, and her Brooklyn purse becomes a source of confidence. Charles Melton’s Hitch backpack keeps him true to himself on a first date, but Nazha’s Times Square Tabby bag gives her the confidence to enter a busy party. Returning ambassador Youngji Lee uses her Tabby bag to overcome shyness at a family gathering.
The campaign is further brought to life by a series of pictures by British photographer Elaine Constantine, who captures each ambassador in moments of liberation and genuineness. Storm Reid focuses on Coach’s eyewear, whereas Jayson Tatum emphasizes both eyewear and timepieces.
The advertisement also highlights Coach’s most recent accessory arrivals, like the new Times Square Tabby and Brooklyn bags. These pieces, together with fitted silhouettes, denim pants, and knitwear, represent Vevers’ youthful interpretation of Coach’s American design history. The collection features New York-inspired charms such as yellow taxis and the Statue of Liberty.
“Self-expression is one of the key pillars of the Courage to Be Real, our purpose here at Coach,” says Sandeep Seth, Coach’s global CMO and Tapestry’s CGO.
“We’ve discovered over and again that striving for perfection might prevent us from expressing ourselves truly. Unlock Your Courage is intended to empower our customers to break free from that unrealistic standard and embrace all aspects of themselves.”
