Coach launches denim campaign and collection in India with new digital collaborations

Premium accessories brand Coach has launched a new denim collection in the Indian market along with its ‘Find Your Courage’ campaign. By deploying a number of interactive digital features, the US-based brand aims to engage young shoppers across the country.

Coach has introduced its Spring 2024 collection in India with a denim-centred campaign starring virtual characters Imma and Wu Jinyan, the brand announced in a press release. The campaign explores the evolution of denim and focuses on self-expression. 
 
“The newest exploration of ‘The Courage to Be Real,’ Coach’s purpose is 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,” announced the brand in a press release. “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.”

The brand will add to the campaign by launching new collaborations with a number of gaming platforms. Users will be able to dress their digital avatar in Coach’s Spring 2024 collection and shop at the virtual Coach Tabby Shop. 
 
Coach was launched in New York in 1941 and is today led by creative director Stuart Vevers. The brand is run by Tapestry, Inc. and is publicly listed on the New York Stock Exchange under the ticker TPR.