NERISA EUGENIA WATERMAN Coach has launched its “Find Your Courage” campaign, starring virtual human model and digital creator imma, alongside Coach Family members Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan. Presented in a virtual universe, the campaign highlights the Coach Spring collection within a narrative centered on the journey of finding the courage to embrace authenticity in one’s own unique way.
“Find Your Courage,” directed by Vallée Duhamel and photographed by Charlie Engman, draws inspiration from A.I. and utilizes CGI, highlighting the campaign’s theme of embracing innovative avenues for creative expression. The campaign showcases pieces from the Coach Spring 2024 collection, which reflects Creative Director Stuart Vevers’ vision of youthful reinterpretations of Coach’s iconic American design aesthetic. The campaign presents tailored silhouettes and essential ready-to-wear pieces crafted from heritage leather and denim, new quilted variations of the Tabby shoulder bag, romantic sheer slip dresses, and playful charms that capture the spirit of today’s generation.
Revealed on February 15th with its inaugural segment featuring Lil Nas X, the campaign traces imma’s quest to uncover her courage, as she traverses through diverse virtual realms inhabited by each ambassador. During these encounters, imma gains insight into each individual’s “superpower,” pivotal lessons that aid her in defining her own authenticity. Lil Nas X imparts the wisdom of rewriting the rules and forging one’s path instead of conforming to established norms. Subsequent chapters, set for release in March, April, and May, showcase Wu Jinyan demonstrating the courage to embrace uncertainty, inspiring imma to leap into the unknown fearlessly. With Youngji Lee, imma learns the strength in defying expectations with humor, while encounters with Camila Mendes teach her the importance of continuous self-growth and acceptance. Lastly, in a radiant finale with Kōki, imma discovers the bravery to explore boundless possibilities, uniting the threads of previous chapters and illuminating new avenues for exploration.
Coach’s latest venture into “The Courage to Be Real” embodies its mission to empower individuals to embrace their multifaceted selves. “Find Your Courage” blurs the boundaries between physical and virtual realms, drawing inspiration from the contemporary reimagining of authenticity by today’s youth. The campaign celebrates the diverse facets of identity and the courage required to navigate and embrace the intricate layers of self-expression.
The brand will animate the “Find Your Courage” campaign through fresh collaborations with gaming platforms, which will allow users to outfit their avatars in the Coach Spring collection. The brand is also set to unveil a multi-sensory interpretation of The Coach Tabby Shop, inspired by this season’s Quilted Tabby shoulder bag.
Established in New York in 1941, Coach is a renowned global fashion house. Guided by the creative direction of Stuart Vevers and the bold, inclusive essence of its birthplace, the brand creates enduring, exquisite pieces, empowering individuals to express their true selves. Coach operates under Tapestry, Inc., a publicly-traded company listed on the New York Stock Exchange under the ticker symbol TPR.
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