In a fast-paced world where urgency dictates every step, Coach introduces a new rhythm. With the On Your Own Time campaign, the brand redefines the relationship with time, turning slowing down into an act of authenticity.
“I think what’s cool about these campaigns is that they’re not just necessarily about looking pretty and selling the bag. It’s like, there is a message behind it”, Said Elle Fanning.
Elle Fanning, Nazha, Kōki, and Youngji Lee bring the campaign’s visual narrative to life, not only showcasing the new spring collection but also reflecting on the freedom to live at one’s own pace. In carefully directed images and videos, we see the protagonists breaking free from the pressure of constant notifications and external expectations. The simple act of placing a phone inside the iconic Tabby Bag becomes a powerful symbol—a conscious choice to be present.
About the campaign shoot, the actress said it was very exciting and spontaneous: “She is just clicking away at the camera and you are just moving constantly,” Fanning recalls. “It’s quite frenetic and… she has such a beautiful, vibrant, big energy.”
The campaign is part of The Courage to Be Real initiative, Coach’s invitation to embrace individuality without haste or filters. More than just a collection, On Your Own Time is a manifesto on the beauty of slowing down—because true elegance isn’t dictated by clocks, but by the authenticity of those who wear it.
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