Lee Youngji, Lil Nas X, Camila Mendes And More Star In Coach’s Find Your Courage Campaign
Coach’s cast of global ambassadors come together in the American brand’s latest campaign set in a technicoloured fantasy.
What does it mean to be “real” in today’s increasingly digitalised world? In its latest campaign entitled “Find Your Courage”, Coach explores the question through its spring 2024 collection worn by its global ambassadors as they traverse the metaphysical world with virtual model imma.
Featuring new quilted iterations of the popular Tabby shoulder bag and bright splashes of yellow on sheer slip dresses and leather sets alike, the playful campaign sees the American legacy label once again reinvent its house code of classics-with-a-twist for spring.
“I was inspired to explore the archetypes of American style and the codes that define Coach’s legacy through the point-of-view of today’s generation,” said creative director Stuart Vevers. “‘Find Your Courage’ expresses the feeling I wanted for the collection, where our heritage is the foundation for exciting new possibilities for self-expression.”
Vevers has been innovating with materials over the course of his tenure with the brand through upcycled leather and denim, like the set worn by Wu Jinyan in the campaign. The spring 2024 runway show was awash with sumptuous, oversized coats in suede and leather—as seen on Kōki and Lil Nas X respectively in the campaign imagery, their sharp shapes and earthy textures standing out even against the futuristic backgrounds. Every look in the collection, be it the romantic, sheer columns or fringed blazer-dresses paired with moto boots, exudes the sense of lived-in luxury unique to Coach’s DNA.
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Reflecting today’s younger generation as they bravely navigate selfhood, the campaign follows imma’s journey as she visits and learns from each ambassador. Stepping through a fantasy garden with New York City in the distance, imma is drawn to several portals through which she meets each ambassador.
American rapper Lil Nas X, whom she first encounters, demonstrates how to “change the game” as he battles a chess board, while Chinese actress Wu Jinyan jumps above the clouds to imma’s rescue, giving her the courage to take risks. And in a parallel world, Korean rapper Lee Youngji, wearing a glossy yellow cropped jacket and matching skirt, bursts out into an impish dance, teaching imma how to break the mould with humour. The campaign is an invitation for everyone to lean into and learn from the unknown; with the help of a few friends, of course.
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“[The story] is meant to inspire our consumers to seek out all possibilities for who they can be, despite the tensions and expectations in life they might feel,” said Coach Global Chief Marketing Officer and North America President Sandeep Seth. “For us, imma is the perfect ambassador to tell this story because she is challenging the notion of what we consider ‘real’ today. Her journey in our campaign takes us into a new world that pushes the boundaries of self-expression and inspires us along the way.”
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“Find Your Courage” was directed by Canadian duo Julien Vallée and Eve Duhamel, and photographed by Brooklyn-based Charlie Engman, who is renowned for subverting traditional image making through his surrealist imagery. Inspired by A.I. and through the use of CGI, the trio were able to bring to life the dreamscape setting that blurs the line between physical and virtual realities. No matter what world you’re in, Coach will be there with a look you’ll love.