Coach has announced its latest campaign, “Unlock Your Courage,” in conjunction with the launch of its Fall 2024 collection. This campaign introduces new global ambassadors, including Elle Fanning, Charles Michael Melton, Gülnezer Bextiyar, and Storm Reid, alongside returning members of the Coach Family: Kōki, Youngji Lee, and Jayson Tatum.
The “Unlock Your Courage” campaign delves deeper into Coach’s brand purpose, “Courage to Be Real,” emphasizing the importance of embracing self-expression over the pursuit of perfection. The campaign particularly speaks to the younger generation, encouraging them to accept their individuality and express their inner strength through fashion.
Directed by Camille Summers-Valli, the campaign’s video showcases Coach’s signature bags as symbols that help the ambassadors tap into their inner confidence. For instance, Elle Fanning portrays a young actress preparing for an audition, and her “Brooklyn” bag becomes a source of confidence. Charles Melton plays a man going on a first date, with the “Hitch” backpack helping him stay true to himself. Gülnezer Bextiyar steps confidently into a crowded party with the “Times Square Tabby” bag, while returning ambassador Youngji Lee is seen overcoming shyness at a family gathering with her Tabby bag.
In addition to the campaign video, the visuals shot by British photographer Elaine Constantine capture the ambassadors in natural yet powerful moments. Storm Reid highlights Coach’s eyewear, while Jayson Tatum models both eyewear and watches. Kōki also makes a stylish appearance, holding the new “Times Square Tabby” bag.
Creative Director Stuart Vevers commented, “My approach to the “Unlock Your Courage,” campaign matched my design process for the Fall collection. 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.”
Coach’s Global Chief Marketing Officer Sandeep Seth also emphasized the campaign’s message, stating, “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.”
The new collection features signature accessories like the “Times Square Tabby” and “Brooklyn” bags, along with other items adorned with New York-inspired charms such as taxis and the Statue of Liberty.
