Coach today unveiled “Find Your Courage,” a campaign featuring virtual human, model and digital creator imma and Coach Family Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan. Set in a virtual universe, the campaign introduces the Coach Spring collection within a story about finding the courage to discover what it means to be real in your own way.
The newest exploration of “The Courage to Be Real,” Coach’s purpose grounded in inspiring people to express the many sides of who they are, “Find Your Courage” takes place between physical and virtual worlds, blurring the lines along the way. The campaign is inspired by the way today’s younger generations are redefining what it means to be “real” through the lens of many concepts of self—and the courage it takes to navigate and embrace the complex layers of identity.
“Envisioning 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 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.”
“‘Find Your Courage’ 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.”
Directed by Valée Duhamel and photographed by Charlie Engman, “Find Your Courage” is inspired by A.I. and created using CGI, underscoring the campaign’s message of embracing new frontiers for creative expression. It also introduces pieces from the Coach Spring 2024 collection, inspired by Creative Director Stuart Vevers’ vision of youthful interpretations of Coach’s American design language, including new quilted explorations of its Tabby shoulder bag. The campaign also features tailored silhouettes and ready-to-wear essentials in heritage leather and denim, romantic sheer slip dresses, and playful charms inspired by the attitude of today’s generation.
