Coach has tapped Elle Fanning, Charles Melton, Nazha and Storm Reid to join returning talent Jayson Tatum, Kōki and Youngji Lee in its fall campaign.
Called “Unlock Your Courage,” the campaign features the ambassadors in looks from the fall 2024 collection in a series of stories about having the courage to choose self-expression over perfection, the company said.
The campaign includes films directed by Camille Summers-Valli and features Coach bags as a catalyst for the characters’ transformations. For example, Fanning portrays a young woman preparing for an audition who gets a burst of confidence from the Brooklyn bag she carries with her. Melton’s character is confident when arriving for a first date thanks in part to his Hitch backpack. 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 in style. Rapper Lee plays a young woman who initially feels self-conscious at a family gathering before her Tabby bag pulls her out of her shell.
Charles Melton with his Hitch backpack.
Elaine Constantine
The films are complemented by a series of photographs by British photographer Elaine Constantine featuring the full cast, including Reid, who makes her debut with the brand in eyewear, Tatum, for eyewear and watches, and Kōki for the new Times Square Tabby.
“My approach to the ‘Unlock Your Courage,’ campaign matched my design process for the fall collection,” said Stuart Vevers, creative director of Coach. “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.”
Nazha in the Coach “Unlock Your Courage” campaign.
Elaine Constantine
Sandeep Seth, global chief marketing officer for Coach and chief growth officer for Tapestry, its parent company, added: “Self-expression is one of the key pillars of the ‘Courage to Be Real,’ our purpose here at Coach. 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.”
In addition to the talent, another of the campaign’s stars is the Tabby bag, which is being offered in new silhouettes and finishes with the launch of the Times Square Tabby. In addition to the bags, the campaign also features tailored and sportswear pieces such as denim trousers, tops and knitwear, along with an array of New York-inspired charms such as yellow taxis, postcards and the Statue of Liberty.
