Coach Wants You to “Unlock Your Courage” With Youngji Lee, Elle Fanning and Charles Melton
Coach released its latest star-studded campaign, “Unlock Your Courage,” on September 5. Released just ahead of New York Fashion Week, the Fall 2024 selection is a nod to New York City and inaugurates Coach’s Fall 2024 collection. Beloved celebrities, including Charles Melton, Youngji Lee and Elle Fanning, bring the campaign to life under the creative direction of Camille Summers-Valli and photography by Elaine Constantine
“Unlock Your Courage”
Authenticity, individuality and self-expression — those are the traits Coach urges its consumers to pursue with its Fall 2024 campaign. As the latest installment of “The Courage to Be Real,” “Unlock Your Courage” expands Coach’s consumer-oriented platform. For this project, Coach tapped into figures recognized for their ability to display authenticity across their career projects. The campaign is led by new global ambassadors Elle Fanning, Charles Melton, Nazha and Storm Reid, and existing Coach Family members Youngji Lee, Kōki and Jayson Tatum. Each member of the diverse cast experiences a specific scenario that pushes them to embrace their uniqueness.
To be more specific, every campaign film sees a Coach item become independently animated. Then, the piece steers its celebrity owner away from normative perfection and towards their true nature. For example, Youngji Lee’s Times Square Tabby Shoulder Bag helps her gain confidence at a family gathering. Meanwhile, Elle Fanning’s Brooklyn Shoulder Bag 28 gives her the boost she needs ahead of a nerve-wracking audition.
“My approach to the “Unlock Your Courage,” campaign matched my design process for the Fall collection,” said Creative Director Stuart Vevers. “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.”
The Fall 2024 Collection
In addition to highlighting Coach’s brand purpose, “Unlock Your Courage” introduces new items from the Fall 2024 collection — including the Times Square Tabby. The collection sees the Tabby bag debuting new silhouettes and finishes and an all-new Brooklyn bag.
A range of new Ready-to-Wear pieces embody Coach’s continued ode to youthful but functional design. Coach plays off recent trends — including baggy jeans and coquette accessories — with bow motifs and loose-fitting denim. Playful sweaters (including my favorite piece, the Crewneck Duck Sweater) are balanced by understated coats and cardigans. And what would a Fall 2024 collection be without a taste of this summer’s top accessorizing trend: bag charms? Coach created several adorable charms to adorn their newest releases, including a Small Pretzel Bag Charm, a classic Cherry Bag Charm and the New York-inspired Small Taxi Bag Charm.
The new New York-inspired Coach collection offers a seamless kick-off to New York Fashion Week. With a combination of evergreen designs and stand-out trend pieces, Coach celebrates New York’s timeless effervescent energy.
Keep scrolling to see the full campaign.
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