Mumbai: Coach launches ‘Unlock Your Courage,’ a 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 roster with new ambassadors who align with Coach’s core purpose: the courage to be real. Each individual showcases authenticity, a courageous spirit, and style, making them standouts in their fields and exemplifying how to confidently explore various 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.”
In the campaign films directed by Camille Summers-Valli, Coach bags drive the characters' transformations, helping them access their inner confidence. Elle Fanning portrays a young woman who gains confidence from the Brooklyn bag she carries to an audition. Charles Melton’s character, on a first date, is supported by his Hitch backpack to present his authentic self. In Nazha’s film, her Times Square Tabby bag gives her the assurance to enter a crowded party confidently. The campaign also features rapper Youngji Lee, who, with her Tabby bag, overcomes self-consciousness at a family gathering. The films are complemented by photographs from British photographer Elaine Constantine, showcasing moments of inner liberation and featuring the full cast, including Storm Reid, Jayson Tatum, and Kōki, each highlighting new Coach eyewear and watches.
“Self-expression is one of the key pillars of the Courage to Be Real, our purpose here at Coach,” said Coach global CMO 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.
‘Unlock Your Courage’ follows Coach’s ‘Find Your Courage’ and ‘Wear Your Shine' campaigns, which are part of Coach’s expressive luxury vision focused on self-expression.
