Coach is continuing to cozy up to the young generation with the launch of its fall campaign, entitled Wear Your Shine, which introduces the Coach Shine collection of bags, apparel and accessories.
The campaign features Dove Cameron, Lil Buck, Youngji Lee and Yanfei Song and is the next chapter in the brand’s Courage to Be Real mission that is intended to inspire people to express their individuality.
The campaign, which features a series of films, was directed by Lope Serrano and photographed by Joshua Woods with choreography by Emma Portner. It is designed to evoke a message about overcoming self-doubt by using dance sequences where the cast at first, faces doubles who are more cautious — You Versus Your Inner Critic, according to the Dove Cameron film — but by the end, they break out and embrace the opportunities. It ends with the cast wearing the collection and the line: “Don’t Hold Yourself Back. Wear Your Shine.”
The cast featured in Wear Your Shine introduces new ambassadors to Coach who were chosen for their ability to connect with the younger generation. But Jennifer Lopez, Coach’s global ambassador, also makes an appearance in one of the films as she confronts her self-doubt and dances like no one is watching.
“Our story for fall is inspired by the attitude of today’s generation and our belief that our heritage can be the foundation for courageous self-expression,” said Stuart Vevers, Coach’s executive creative director. “Starting with the codes that define our house, we played with youthful proportions, color and novelty to create pieces that inspire a sense of possibility. Wear Your Shine brings to life the spirit of the collection, as well as our belief that fashion can be a space for people to express themselves.”
“The campaign’s message was based on an insight we observed about our Generation Z consumers — that, often, it’s an inner voice that keeps them from expressing themselves fully,” added Sandeep Seth, global chief marketing officer and North America president. “It represents the continuation of our journey to not only connect emotionally with our consumers through stories that resonate deeply with them, but to make our brand a platform for their self-expression and the values they care about. Wear Your Shine is the next chapter of our mission to inspire our customers to find the courage to express themselves.”
The Coach Shine collection introduces the Tabby bag and a new Penn model in metallic and patent leathers along with shearling ready-to-wear and metallic footwear.
The campaign debuts Tuesday on the brand’s social channels, and Coach will bring it to life through a series of pop-ups around the world this fall as well as a content series where creatives in the Coach community share their personal stories about how they dress to shine. The first pop-up will open at Juilliard in New York on Sept. 25.