Coach Unveils “Unlock Your Courage” Campaign with Star-Studded Lineup

Coach has launched its latest campaign, “Unlock Your Courage,” showcasing its Fall 2024 collection. The campaign features a blend of new global ambassadors—Elle Fanning, Charles Melton, Nazha, and Storm Reid—alongside returning Coach Family members Jayson Tatum, Kōki, and Youngji Lee. This new initiative continues Coach’s exploration of “The Courage to Be Real,” a platform dedicated to inspiring authentic self-expression over perfection.

The “Unlock Your Courage” campaign introduces a refreshed roster of ambassadors who embody the essence of Coach’s mission. Each individual brings a unique blend of authenticity, courage, and style, serving as exemplars of how to confidently embrace various facets of one’s identity.

“My approach to the “Unlock Your Courage,” campaign matched my design process for the Fall collection. We focused on the tension between something romantic and picturesque and something very real and spontaneous; a sense of the lived-in but compelling aesthetic that typifies the spirit of New York. Elaine’s dynamic shots of our friends of the house all amplify that message of authenticity and the beauty that comes from embracing the imperfections of a well-lived life in well-loved fashion,” said Stuart Vevers, Creative Director, Coach.

Directed by Camille Summers-Valli, the campaign films depict Coach bags as catalysts for personal transformation. Elle Fanning stars as a young woman whose Brooklyn bag boosts her confidence for an audition. Charles Melton’s character uses his Hitch backpack to reveal his true self on a first date. Nazha portrays a woman at a crowded party, where her Times Square Tabby bag empowers her to embrace her uniqueness. Youngji Lee, a returning Coach Family member, plays a character who overcomes self-consciousness at a family gathering with the help of her Tabby bag. The campaign also features Storm Reid, debuting with Coach in eyewear, and Jayson Tatum, featured in eyewear and watches, with Kōki showcasing the new Times Square Tabby.

The visual aspect of the campaign includes a series of photographs by British photographer Elaine Constantine, capturing moments of inner liberation and featuring the entire cast. Constantine’s work emphasizes a natural, uninhibited style of portraiture that conveys spontaneity and human emotion.

“Self-expression is one of the key pillars of the Courage to Be Real, our purpose here at Coach. We’ve found again and again that the chase for perfection can hold us back from expressing ourselves authentically. ‘Unlock Your Courage’ is meant to inspire our consumers to break from that impossible standard and embrace the many facets of who they are,” stated Sandeep Seth, Global Chief Marketing Officer and Tapestry Chief Growth Officer, Coach. 

The campaign highlights Coach’s iconic Tabby bag, now available in new silhouettes and finishes, including the debut of the Times Square Tabby. The collection also features tailored silhouettes, ready-to-wear essentials like denim trousers and knitwear, and an array of New York-inspired charms such as yellow taxis, postcards, and the Statue of Liberty.

“Unlock Your Courage” follows previous Coach campaigns, including “Find Your Courage” and “Wear Your Shine,” which are grounded in Expressive Luxury—a vision of luxury-focused on self-expression as defined by today’s generation.