Starring virtual human imma and Coach
Family
Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu
Jinyan
NEW YORK,
Feb. 15,
2024 /PRNewswire/ -- 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 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. 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.
Unveiled today with the first chapter starring
Lil Nas X, the campaign follows imma as she goes on a journey to
find her courage, visiting each ambassador in their own unique
virtual world. With each visit, imma learns each individual's
"superpower"—a lesson that will help her discover what makes her
real in her own way. Lil Nas X shows her the courage to change the
game by writing your own rules instead of following someone else's
rulebook. In future chapters to be released in March, April and
May, Wu Jinyan shows imma the courage to take risks, where she
learns to overcome uncertainty by taking a bold leap forward. With
Youngji Lee, she discovers the courage to break the mold by
subverting expectations with humor. In the final chapters, she
meets with Camila Mendes, where she
learns to keep evolving and love every version of herself, followed
by Kōki, where she finds the courage to explore new
possibilities—in a luminous world that connects all prior chapters
of the film and opens more doors to new paths.
Directed by Vallée 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.
"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."
Coach will additionally bring "Find Your Courage"
to life with new collaborations with gaming platforms where users
can dress their avatars in the Coach Spring collection as well as a
new multi-sensory iteration of The Coach Tabby Shop, inspired by
this season's Quilted Tabby shoulder bag.
See the campaign here.
Shop the Coach Spring collection here.
CAMPAIGN IMAGES
TRAILER VIDEO (featuring full cast)
PASTEL VIDEO (featuring Lil Nas X)
FILM & PHOTOGRAPHY
CREDITS:
Director: Vallée Duhamel
Photographer: Charlie Engman
Film Production: Psyop
Fim & Print Post Production: Mathematic Studio
Advertising Agency: Marcel
SOCIAL MEDIA: @Coach; #CoachNY,
#CourageToBeReal
ABOUT COACH
Coach is a global
fashion house founded in New York
in 1941. Inspired by the vision of Creative Director Stuart Vevers and the inclusive and courageous
spirit of its hometown, the brand makes beautiful things, crafted
to last—for you to be yourself in.
Coach is a Tapestry, Inc. brand. Tapestry is
publicly listed on the New York Stock Exchange under the
ticker TPR.
PRESS INQUIRIES:
Amanda
Garcia Santana, Global Head of PR & Celebrity
Relations
agarciasantana@coach.com
Brooke Hudson,
Director, Global Brand Communications
bhudson@coach.com
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SOURCE Coach