Inside Coach's "Unlock Your Courage" campaign starring Elle Fanning, Youngji and more
Bold, free and adventurous, Coach wants us to join its global ambassadors on an exciting journey of self-expression and discovery.
If there is one thing Coach excels at, it is the brand's narrative, "The Courage To Be Real", that empowers every single individual to have the courage to be themselves and express it through the power of fashion.
For Fall 2024, Coach unveils the "Unlock Your Courage" campaign with its global ambassadors and extended Coach family. This time, the constellation of stars chosen to express Coach's creative direction includes Elle Fanning, Lee Youngji, Charles Melton and Nazha.
From a script reading to a date night and a family gathering, Coach places each of the talents in a unique scenario where they break free from society's expectations and truly express themselves in a dynamic and authentic way.
Watch the campaign videos below:
Directed by Camille Summers-Valli, each video also highlights the latest Coach bag collections as the co-stars, where the talents engage with the bags in candid and energetic story-telling, from the Tabby bags spotted on Youngji and Nazha to the Hitch backpack with Charles Melton and the Brooklyn Bag with Elle Fanning.
Creative director Stuart Vevers says on the campaign, "My approach to the ‘Unlock Your Courage,' " 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."
Along with the stunning films, Coach also presents a set of visual images of the stars photographed by British photographer Elaine Constantine, where they parade the latest collections in style.
One of the key highlights of the campaign is the unique charms that have taken over social media by storm ever since its first appearance on the runway. From the iconic New York cab to the Big Apple and Statue of Liberty, Coach brings more excitement to fashion where you can customise and bring out your own personality through its bags and accessories.
Complemented with cosy knits, sleek leather jackets and voluminous skirts, the Coach Family were captured in their element, bringing charisma, uniqueness and talent to play.
On top of that, Coach also gave us an exclusive behind-the-scenes look at the campaign shoot of Elle Fanning and Lee Youngji to show us how they capture the essence of "Courage To Be Real" in true Coach spirit.
