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 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 display 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 campaign films are complemented by a series of photographs by British photographer Elaine Constantine, which capture carefree moments of inner liberation and feature the full cast, including Storm Reid, who makes her debut with the brand in eyewear, and Jayson Tatum, for eyewear and watches, along with Kōki, featuring the new Times Square Tabby. Constantine worked closely with each individual to achieve a natural, uninhibited style of portraiture that evokes spontaneity and human emotion.
“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.”
“Unlock Your Courage” follows Coach’s “Find Your Courage” and “Wear Your Shine” campaigns grounded in Expressive Luxury, Coach’s vision of a new kind of luxury focused on self-expression as defined by today’s generation.
Coach eyewear is distributed in Canada by EssilorLuxottica.
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