Coach's Fall 2019 campaign marked the start of a new creative direction for the House. Featuring the faces of Coach, Michael B. Jordan and Kiko Mizuhara, they are joined by the new Coach family including Yara Shahidi, Jemima Kirke, Lolo Zouaē, Miles Heizer and new Coach ambassador Liu Wen for this new global advertising campaign that has been deeply inspired by 21st-century dreamers and the pursuit of possibilities.
Set against the backdrop of bustling New York City, Coach's Creative Director, Stuart Vevers, chose to work with photographer Juergen Teller and director Todd Tourso, as well as stylist Venetia Scott, makeup artist Dick Page and hairstylist Christiaan, to present a campaign that brings about a fresh narrative for the house of Coach, all while keeping in line with the brand's heritage, values and mission.
“He is able to create the warm, unpretentious and playful spirit I wanted. He is known for capturing the unique essence of his subjects, and is able to reveal the humanity and authentic personalities of our cast. His portrait of our home, New York City, is new and fresh in a way that speaks to my evolved vision for the house and the inclusive, unapologetic and free-spirited attitude that defines us.” - Coach Creative Director, Stuart Vevers, on his choice of picking photographer Juergen Teller for his campaign.
The campaign shows the cast in iconic locations around New York City, including the Lower East Side, Central Park, the Manhattan Ferry, Brooklyn Bridge and Central Park, with each carrying the new bags of the Fall collection, including the Tabby shoulder bag, the Troupe tote and the Rivington backpack; and gives each member an opportunity to converse about what drives and inspires them.
Check out the campaign video below: