In January, Coach announces the launch of its global advertising campaign for Spring 2019. Shot in a sunlit desert landscape outside of Los Angeles, it stars a new, all-female Coach gang—including Coach ambassadors Kiko Mizuhara and Guan Xiaotong and models Adut Akech, Sora Choi, Indira Scott, Fran Summers and Kiki Willems—girls who each embody the cool, confident spirit of the Coach Girl. Also, the images star actor and producer Michael B. Jordan debuts as global face of Coach’s men in his first campaign for the brand.
Set at a faded carnival scene and inspired by road trips out west, the campaign takes Coach out of the city.
This season, Coach’s girls dressed in floral print dresses, salvaged heirlooms and carrying the season’s star bags—the Parker Top Handle and the Signature Patchwork Dreamer.
In addition, the campaign features pieces created in collaboration with Disney which playfully reimagine the studio’s well-known characters.
The images and new cast convey the distinctly inclusive and optimistic vision of the house and the collection’s theme of scavenged and reconstructed Americana.
While Coach’s women collection is filled with romance, the design for men captures the cool optimism of the Coach Guy.
Shot in a sunlit desert landscape outside of Los Angeles, the photographs depict Jordan on a vintage car, dressed in the house’s reimagined iconic American silhouettes—a colorblock shearling jacket, a blue leather moto and a patchwork leather MA-1. The campaign also stars the new season’s hero bags, including the Signature Rivington Backpack, the Rivington Belt Bag and the Metropolitan Carryall.
“I’ve really enjoyed getting to know Michael over the last few years,’ said Stuart Vevers, Coach Creative Director. “He has been a true supporter of Coach so it felt like a really natural step to collaborate more closely and create a partnership we can take to the next level.”
“Spring 2019 is inspired by the American west,” said Coach Creative Director Stuart Vevers. “It’s about possibility, adventure and romance—and places where anything can happen.”
To bring these campaigns to life, Coach worked with photographer Craig McDean, stylist Jane How, art director Fabien Baron, makeup artist Carola Gonzalez and Diane Kendal, hair stylist Jove Edmond and Paul Hanlon.
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