With a unique Spring 2022 campaign starring fashion icon Jane Lau and Coach shop staffers Afi Ivan, Mira Radzi, Sabreena Hadi, Scarlett Yap, and Valerie Chuah, Coach introduces new influencers to Malaysian consumers.
This campaign features the house’s Spring 2022 collection and highlights house codes that reflect Coach Creative Director Stuart Vevers’ vision of American classics subverted through the lens of now, and was trained on Lau and Malaysian store associates who are part of the house’s Key Opinion Leader (KOL) Programme.
The collection is headlined by the Cashin Carry Tote, which is a reimagination of a vintage design by Coach’s founding designer, Bonnie Cashin, and is featured in the campaign for Spring 2022. Throughout Malaysia, the images will be shown in select Coach stores.
“We celebrate the strength of uniqueness and believe in the capability of our community to make a difference, inspired by our hometown of New York City,” commented Campbell O’Shea, General Manager of Tapestry Southeast Asia and Oceania. “Through an expanded training and development programme, Coach’s mission is to enable our multi-talented retail workers to become influencers. We’re always thrilled to put our shop colleagues in the limelight and give them the chance to shine.”
Coach’s KOL Programme is a one-of-a-kind initiative that aims to empower store associates as influencers. The programme assists trainees in strengthening abilities such as public speaking, style, and hosting livestreams in order to help them advance in their careers.
Coach’s Spring 2022 collection can be purchased online and at Coach boutiques
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