In a time when our communities have never been more important, Coach focuses on the value and meaning of family with the launch of “Coach Family,” a global advertising campaign for the house’s Fall 2020 collection. The campaign celebrates stories of togetherness, relationships that endure, and the power of modern families—those we are born into and those we choose over time.
The campaign features established Coach faces Jennifer Lopez and Michael B. Jordan and Coach ambassadors Kiko Mizuhara and Jeremy Lin, as well as individuals the cast hold close and consider family. Released as a series of unfiltered stills and films inspired by home videos, the campaign translates the house’s enduring spirit of optimism, inclusivity, and its mission to inspire audiences to be true to themselves.
Over the course of the season, more portraits will be revealed, including Coach’s new female Chinese ambassador along with others, including roommates Julia Fox and Richie Shazam to ballroom emcee, writer and producer Jack Mizrahi and his House of Gorgeous to photography collective Street Dreams Magazine, among others—with each family showcasing the bonds that endure.
“At this moment, it feels important to re-examine our values,” said Coach Creative Director Stuart Vevers. “To me, fashion, at its best, has always been about community, creativity and building lasting relationships. I am proud to share stories with our Coach Family about the people that matter most in their lives—relationships that are authentic and timeless.”
To launch the campaign, a series of posts asks the community to share their thoughts on family and what it means to them, exposing impactful reflections on relationships that endure, and values that extend across generations.
A global collective of creatives brought the campaign to life, including photographers and directors Ryan McGinley, Hao Zeng, Renell Medrano, Brad Ogbonna, Takako Noel, Gen Yoshida, Fan Xin and DJ Furth.
The campaign reveals the modern “Coach Families,” including Jennifer Lopez’s mother, Guadelupe Lopez, and children Emme and Max Muñiz. Jordan is photographed with close friends and chosen family, including Chad Easterling, Leo Volcy, Jove Edmond, Sterling Brim, René Spellman, Vince Bryant, Bryce Sheldon, and Corey Calliet. Kiko Mizuhara appears alongside her sister, Yuka Mizuhara, and her cats Chiccho and Bambi.
“Coach has given me an opportunity to reflect on three generations of love and appreciate the blessings that I have,” said Lopez. “In a year like this year, where there is so much chaos, so much change and uncertainty just happening all around us, family is all about having a constant source of love and light for each other. I have never felt so close to my family or so dependent and needing them as I have during this time in my life.”
“Togetherness and family are really important right now,” said Jordan. “For me, my family and friends are my support system. They’re what keep me going and keep me motivated to work hard, lead by example and be the best version of myself. I was thrilled to work with Coach on this campaign focused on family and relationships—because they are the things that really matter.”
The campaign will also spotlight key bags and footwear from the house’s Fall 2020 collection, including the Tabby Shoulder Bag in Signature, the Rivington Belt Bag, and the CitySole Mid Top, the newest Coach CitySole sneaker.