Bravery is trending! Coach has launched its “Unlock Your Courage” 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, and 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.
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 kind of authenticity, courageous spirit, talent and style that make them stand-outs in their fields, and strong examples of how to confidently explore the many facets of one’s identity.
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.
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.
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.
Shop the Coach Fall 2024 collection here
