Coach has just revealed its latest campaign, “Find Your Courage,” a groundbreaking initiative that blends the real with the virtual. Featuring digital sensation and model Imma alongside members of the Coach Family—such as Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan—the campaign is a narrative journey set within a digitally crafted universe. This innovative approach introduces the Coach Spring collection through a story centered around the quest for personal authenticity and the bravery it takes to embrace one’s true self.
Blurring Lines Between Physical and Digital
“Find Your Courage” challenges conventional notions of reality, navigating the complex landscape between the physical and the digital realms. This campaign, spearheaded by the ethos “The Courage to Be Real,” seeks to inspire individuals to express the multifaceted aspects of their identity.
It resonates particularly with younger generations, who are actively redefining the concept of being “real” through their diverse self-perceptions and the courage required to explore and accept their varied identities.
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A Journey of Discovery with Imma and the Coach Family
The narrative kicks off with Lil Nas X and follows imma on an enlightening expedition through various virtual worlds, each hosted by a different ambassador. This journey unveils unique “superpowers” or personal strengths, highlighting lessons in authenticity and courage.
From embracing change and taking risks to breaking stereotypes and continuously evolving, each chapter, set to unfold from March to May, promises a story of discovery and self-love.
The Creative Force Behind the Campaign
Directed by Vallée Duhamel and captured by photographer Charlie Engman, the campaign’s aesthetic is deeply influenced by artificial intelligence and CGI technology. This choice underlines the campaign’s core message of venturing into new territories of creative expression.
It also showcases pieces from the Coach Spring 2024 collection, which draws from Creative Director Stuart Vevers’ fresh take on American style and Coach’s heritage, presenting everything from quilted versions of the iconic Tabby shoulder bag to essential denim and leather outfits, sheer dresses, and playful accessories.
A Vision of Spring Inspired by American Archetypes
Stuart Vevers expressed his inspiration for the season, aiming to reinterpret American style through the lens of contemporary youth, laying the foundation for innovative forms of self-expression.
The campaign, according to Vevers, embodies the essence of the collection, where tradition meets the thrill of new expressive avenues.
Inspiring Authenticity and Exploration
Sandeep Seth, Coach’s Global Chief Marketing Officer and North America President, emphasized the campaign’s goal to encourage people to explore the full spectrum of their potential selves, despite societal pressures.
Highlighting imma’s role, Seth pointed out how the virtual influencer exemplifies the challenge to our traditional views of reality, leading us into uncharted territories of self-expression.
Extending the Experience Beyond Fashion
In an effort to bring “Find Your Courage” closer to consumers, Coach is set to introduce collaborations with gaming platforms, allowing users to dress their avatars in items from the Spring collection.
Additionally, a new multi-sensory version of The Coach Tabby Shop will be launched, inspired by the season’s Quilted Tabby shoulder bag, further immersing fans in the campaign’s innovative spirit.
