Coach launches ‘Unlock Your Courage’ campaign with new global ambassadors

Coach introduced on Thursday its Fall 2024 collection with the launch of ‘Unlock Your Courage’ a campaign featuring new global ambassadors. 

The campaign includes Elle Fanning, Charles Melton, Nazha, and Storm Reid, alongside returning members of the Coach Family: Jayson Tatum, Kōki, and Youngji Lee.

“My approach to the Unlock Your Courage campaign matched my design process for the Fall collection,” said creative director Stuart Vevers. 

“We focused on the tension between something romantic and picturesque and something very real and spontaneous; a sense of the lived in but compelling aesthetic that typifies the spirit of New York. Elaine’s dynamic shots of our friends of the house all amplify that message of authenticity and the beauty that comes from embracing the imperfections of a well-lived life in well-loved fashion.”

Coach’s campaign, directed by Camille Summers-Valli, stars the ambassadors in a series of transformative stories where their characters tap into their inner confidence through Coach’s signature bags.

Elle Fanning plays a young actress preparing for an audition, whose Brooklyn bag becomes a source of confidence. Charles Melton’s Hitch backpack helps him stay true to himself during a first date, while Nazha’s Times Square Tabby bag empowers her to step into a crowded party. Returning ambassador Youngji Lee uses her Tabby bag to overcome self-consciousness at a family gathering.

The campaign is further brought to life through a series of photographs by British photographer Elaine Constantine, capturing each ambassador in moments of liberation and authenticity. Storm Reid showcases Coach’s eyewear, while Jayson Tatum highlights both eyewear and watches.

The campaign also spotlights Coach’s latest additions to its accessory lineup, including the new Times Square Tabby and Brooklyn bags. These pieces, along with tailored silhouettes, denim trousers, and knitwear, reflect Vevers’ youthful take on Coach’s American design heritage. The collection is accented with New York-inspired charms like yellow taxis and the Statue of Liberty.

“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.”