Personality Over Perfection
Helping us ring in the new season in signature style is Coach, who today, unveiled its new ‘Unlock Your Courage’ campaign. This launch introduces a fresh roster of global ambassadors, including Elle Fanning, Charles Melton, Nazha, and Storm Reid, while welcoming back icons like Jayson Tatum, Kōki, and Youngji Lee. Together, they present Coach’s Fall 2024 Campaign, telling a compelling story about the bravery required to choose authenticity over the pressures of perfection.
As part of Coach’s ongoing “The Courage to Be Real” platform, the campaign champions the brand's core mission: encouraging individuals to embrace all facets of themselves. Each ambassador embodies this message, illustrating how confidence and self-expression shine through vulnerability and bold, unapologetic choices.
True to the campaign’s vibrant spirit, the accompanying visuals and short films exude a contagious energy. Beaming smiles, carefree movements, and iconic backdrops are perfectly paired with the season’s newest bags, accessories, and ready-to-wear pieces.
Directed by Camille Summers-Valli, the short films spotlight Coach’s iconic bags as symbols of empowerment. In one, Elle Fanning stars as an actress preparing for an audition, gaining a surge of confidence from her Brooklyn Bag—a standout piece that’s already being hailed as the bag of the season. Bella Hadid, who has been spotted frequently with the slouchy yet chic hobo bag, helped cement its status as this season’s must-have accessory.
Another star of the show is the return of Coach’s beloved Tabby bag, reimagined in fresh designs, including the Times Square Tabby. This new version, inspired by the energy of New York City, offers a modern twist on an archival 1970s design. We hope the deep Merlot shade miraculously makes its way into our Coach closet very soon. 
Alongside the Brooklyn bag, these pieces are central to Creative Director Stuart Vevers’ vision of youthful reinterpretations of Coach’s classic American design. One of our favorite touches? The New York-inspired bag charms, first seen on the Fall 2024 runway, adding a playful nod to the “Jane Birkin effect” with their whimsical appeal.
Following campaigns like “Find Your Courage” and “Wear Your Shine,” “Unlock Your Courage” is another bold step in Coach’s journey toward redefining luxury for the modern era, making self-expression the ultimate statement.
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