Coach has unveiled its latest campaign, “Unlock Your Courage”, spotlighting new global ambassadors Elle Fanning, Charles Melton, Nazha, and Storm Reid, alongside returning Coach Family members Jayson Tatum, Kōki, and Youngji Lee.
This campaign introduces Coach’s Fall 2024 collection through a series of personal stories about embracing authentic self-expression over the pursuit of perfection. It is the latest exploration of the brand’s purpose-driven platform, The Courage to Be Real, aimed at inspiring individuals to express all sides of their identity.
The collection combines a romantic, picturesque feel with raw, spontaneous elements, reflecting the essence of New York City. Elaine Constantine’s photography captures natural and uninhibited moments of self-liberation, while Camille Summers-Valli’s films use Coach bags as catalysts for the characters’ transformations.
In the campaign, Coach highlights a diverse group of global ambassadors who embody courage, authenticity, and style in their respective fields. Each individual’s journey reflects the struggle of today’s generation, who often feel burdened by the pressure to meet impossible standards.
Through their stories, “Unlock Your Courage” flips the narrative, encouraging characters to embrace their inner strength and break free from the idea of perfection, choosing self-expression instead.
For instance, Elle Fanning plays a young woman nervously preparing for an audition, but her Brooklyn bag gives her a surge of confidence.
Similarly, Charles Melton, arriving for a first date, receives a boost from his Hitch backpack to present his true self.
Nazha’s character, preparing to enter a crowded party, gains reassurance from her Times Square Tabby bag, while Youngji Lee’s Tabby bag helps her break out of her shell at a family gathering.
REELated:
“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.”
“My approach to the “Unlock Your Courage,” campaign matched my design process for the Fall collection,” adds Creative Director Stuart Vevers. “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 im
“Unlock Your Courage” follows Coach’s previous campaigns “Find Your Courage” and “Wear Your Shine,” continuing the brand’s focus on Expressive Luxury—a new kind of luxury centered on self-expression, as defined by today’s generation.
CREDITS:
BRAND: Coach
AGENCY: APE_CC
PRODUCTION COMPANY: Love Song
- Director: Camille Summers-Valli
- Photographer: Elaine Constantine
- Production Design: Mikael Varhelyi
- Stylist: Olivier Rizzo
- Stylist to Elle Fanning & Charles Melton: Samantha McMillen
- Choreographer: Sadie Wilking
- Hair: Marki Shkreli (Elle), Candice Birns (Charles), Hi (Youngji), Danny (Nazha), Nikki Nelms (Storm), Jules Unique (Jayson), Rie Shiraishi (Koki)
- Makeup: Tyrone Machhausen (Elle), Candice Birns (Charles), Dain Kang (Youngji), Danny (Nazha), Keita (Storm), Sher Williams (Jayson), Rie Shiraishi (Koki)
- Nails: Jin Soon (Elle), Mayumi Abuku (Charles), Arlene Hinckson (Storm), Hanh Phan (Jayson)
MUSIC: All Night, by Parov Stelar
Music Supervisor: Ohlogy, Goran Obad
CREATIVE STRATEGY: Mandai Loop
TALENT: House With A Pool
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