Coach takes a bold step forward with "On Your Own Time" campaign
Starring Youngji Lee, Elle Fanning, Kōki and Nazha, this is the new evolution for Coach's "Courage To Be Real" narrative.
Coach brings fresh energy to luxury this season with "On Your Own Time," a campaign featuring Elle Fanning, Nazha, Kōki, and Youngji Lee, where it is all about moving at your own rhythm—breaking free from the pressure to always be in motion.
An evolution of Coach's cherished narrative, "The Courage to Be Real," this story is captured through Elaine Constantine’s vibrant, dynamic photography, radiating spontaneity and effortless cool.
The Spring 2025 collection effortlessly fuses classic and contemporary style, featuring must-have pieces like the Chain Tabby, Brooklyn, Empire, and Teri bags, alongside the effortlessly cool ‘90s-inspired Soho Sneaker. Sculptural trench coats, sleek leather blazers, and perfectly distressed denim encapsulate the bold, ever-evolving spirit of New York fashion. More than just a campaign, "On Your Own Time" is a movement—an invitation to own your moment and define luxury with confidence and ease.
Scroll down to see some of the amazing campaign visuals:
Youngji Lee
Elle Fanning
Kōki
“I love the freedom and spontaneity of the photography, the sense of a personal, stolen moment within a busy urban crowd. Elaine has a special talent for capturing these honest, unstudied and expressive images that I think feel very Coach.”
– Stuart Vevers.
Nazha
Along with the stunning imagery, Coach also worked Henry Scholfield to direct the campaign’s films, where it follows Fanning and Nazha as they weave through the electric energy of the city, overwhelmed by endless notifications.
Their moment of clarity? Slipping their phones into the iconic Coach Tabby bag, shutting out the noise, and reclaiming their sense of control.
On the campaign, Coach’s Chief Marketing Officer, Joon Silverstein, says, "In our discussions with Gen Z consumers all across the world, we’ve heard an almost constant refrain around the fear of ‘falling behind’ in a world that glorifies, even fetishizes, relentless progress—and that this pressure to achieve at an ever-faster pace held consumers back from fully exploring their possibilities. This campaign is meant to inspire our audiences to reclaim agency over the pace of life, and in doing so, feel more empowered and confident to express all of who they are.”
