Coach has launched its “Unlock Your Courage” campaign starring new global ambassadors Elle Fanning, Charles Melton, Nazha and Storm Reid, and returning Coach Family members Jayson Tatum, Kōki, and Youngji Lee. The campaign introduces Coach’s Fall 2024 collection in a series of stories about having the courage to choose authentic self-expression over the idea of perfection and is the newest exploration of “The Courage to Be Real,” Coach’s purpose-grounded platform inspiring people to express the many sides of who they are.
Coach’s “Unlock Your Courage” campaign reshapes the brand’s talent constellation with the addition of exciting new ambassadors—a global group uniquely aligned with Coach’s grounding purpose, the Courage to Be Real. In their own ways, each of these individuals displays the kind of authenticity, courageous spirit, talent, and style that make them stand-outs in their fields and strong examples of how to confidently explore the many facets of one’s identity.
The Fall campaign reflects the ways today’s generation can sometimes feel constrained by their own expectations of perfection. Starting from this initial place of vulnerability, the campaign stories then flip the narrative, with each character unlocking their inner courage to break free from their ideas of perfection and instead celebrate their unique self-expression.
“My approach to the “Unlock Your Courage” campaign matched my design process for the Fall collection,” said Creative Director Stuart Vevers. “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.”
“Self-expression is one of the key pillars of the Courage to Be Real, our purpose here at Coach,” says Coach Global Chief Marketing Officer and Tapestry Chief Growth Officer Sandeep Seth. “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.”
Another star of the campaign is Coach’s iconic Tabby bag, which appears in new silhouettes and finishes with the debut of the Times Square Tabby. Alongside the new Brooklyn bag, this latest iteration of the Tabby is a highlight of the Coach Fall 2024 collection, inspired by Creative Director Stuart Vevers’ vision of youthful interpretations of Coach’s American design language. The campaign also features tailored silhouettes and ready-to-wear essentials, including denim trousers, tops, and knitwear, along with an array of New York-inspired charms such as yellow taxis, postcards, and the Statue of Liberty.
The “Unlock Your Courage” campaign by Coach comes after the “Find Your Courage” and “Wear Your Shine” campaigns. Expressive Luxury is Coach’s concept of a new kind of luxury that is centred on the self-expression of the modern generation.
Shop the Coach Fall 2024 collection here
