Photos Disclosure COACH
The campaign is led by the new global ambassadors Elle Fanning, Charles Melton, Nazha, and Storm Reid, along with long-time Coach family members Jayson Tatum, Kōki, and Youngji Lee.
NEW YORK, NY – Coach launches today the “Unlock Your Courage” campaign, starring new global ambassadors Elle Fanning, Charles Melton, Nazha, and Storm Reid, alongside Coach family members Jayson Tatum, Kōki, and Youngji Lee. The campaign showcases Coach’s Fall 2024 collection through a series of stories about having the courage to choose authentic self-expression over the idea of perfection. This is the latest installment of “The Courage to Be Real,” Coach’s initiative that, through its platforms, inspires people to express the many sides of who they are.
The “Unlock Your Courage” campaign reshapes the brand’s talent lineup with the addition of new and exciting ambassadors – a global squad uniquely aligned with Coach’s core purpose, The Courage to Be Real. Each of these individuals, in their own way, embodies authenticity, a courageous spirit, talent, and style that make them stand out in their fields, serving as examples of how to confidently explore the different facets of their own identity.
The Fall campaign reflects how today’s generation can sometimes feel constrained by their own expectations of perfection. From this initial vulnerability, the campaign’s stories flip the narrative, with each character unlocking their inner courage to break free from ideas of perfection and instead celebrate their unique self-expression.
"My approach to the 'Unlock Your Courage' campaign was similar to my design process for the Fall collection," said Stuart Vevers, Creative Director. "We focused on the tension between something romantic and picturesque and something very real and spontaneous; a sense of being lived-in, but with an appealing aesthetic that epitomizes the spirit of New York. Elaine's dynamic photos with our house friends amplify this message of authenticity and the beauty that comes from embracing the imperfections of a well-lived life in well-loved fashion."
In the campaign films directed by Camille Summers-Valli, Coach bags act as catalysts for the characters’ transformations, coming to life to help each individual access their inner confidence. Elle Fanning plays a young woman preparing for an audition, who receives a burst of confidence from the Brooklyn bag she carries. Charles Melton’s character is heading to a first date when his Hitch backpack helps him present himself authentically. In Nazha’s film, she plays a young woman on her way to a crowded party, and her Times Square Tabby bag gives her the confidence to arrive authentically. The new ambassadors join the veteran Coach family members in the campaign films, such as rapper Youngji Lee, who plays a young woman initially feeling insecure at a family gathering, before her Tabby bag helps her come out of her shell. These films are complemented by a series of photographs by British photographer Elaine Constantine, capturing relaxed moments of inner liberation and featuring the entire cast, including Storm Reid, who makes her debut with the brand in eyewear, and Jayson Tatum, in glasses and watches, alongside Kōki, with the new Times Square Tabby. Constantine worked closely with each individual to achieve a natural and uninhibited portrait style that evokes spontaneity and human emotion.
“Self-expression is one of the fundamental pillars of Courage to Be Real, our purpose at Coach,” says Sandeep Seth, Global Chief Marketing Officer of Coach and Chief Growth Officer of Tapestry. “We’ve found time and again that the pursuit of perfection can prevent us from expressing ourselves authentically. ‘Unlock Your Courage’ aims to inspire our consumers to break free from this impossible standard and embrace the many facets of who they are.”
Another star of the campaign is the iconic Tabby bag, which appears in new silhouettes and finishes with the launch of the Times Square Tabby. Alongside the new Brooklyn bag, this latest iteration of the Tabby is a highlight of Coach’s 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 essential ready-to-wear pieces, including jeans, tops, and knits, as well as a variety of New York-inspired charms, such as yellow taxis, postcards, and the Statue of Liberty.
“Unlock Your Courage” follows the “Find Your Courage” and “Wear Your Shine” campaigns, rooted in the concept of Expressive Luxury, Coach’s vision of a new kind of luxury focused on self-expression, as defined by today’s generation.
FILM & PHOTOGRAPHY CREDITS:
Director: Camille Summers-Valli
Photographer: Elaine Constantine
Production Design: Mikael Varhelyi
Stylist: Olivier Rizzo
Stylist for Elle Fanning and 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 (Kōki)
Makeup: Tyrone Machhausen (Elle), Candice Birns (Charles), Dain Kang (Youngji), Danny (Nazha), Keita (Storm), Sher Williams (Jayson), Rie Shiraishi (Kōki)
Nails: Jin Soon (Elle), Mayumi Abuku (Charles), Arlene Hinckson (Storm), Hanh Phan (Jayson)
Music: "All Night," by Parov Stelar
Music Supervision: Ohlogy, Goran Obad
Film Production: Love Song
Creative Agency: APE_CC
Creative Strategy: Mandai Loop
Talent: House With A Pool
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