Coach has launched its latest campaign, titled “Find Your Courage,” featuring virtual human, model, and digital creator Imma alongside the Coach Family members Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan. The campaign, set in a virtual universe, introduces the Coach Spring collection while focusing on finding the courage to embrace one’s authenticity.
Grounded in the brand’s purpose of inspiring self-expression, “Find Your Courage” blurs the lines between physical and virtual worlds, reflecting the evolving concept of authenticity among younger generations. The campaign unfolds in chapters, with Imma embarking on a journey to discover her courage by visiting each ambassador in their unique virtual worlds.
In the first chapter, Lil Nas X demonstrates the courage to redefine norms by writing his own rules. Subsequent chapters, set to release in March, April, and May, feature Wu Jinyan showcasing the courage to take risks, Youngji Lee encouraging breaking the mold with humor, Camila Mendes promoting self-love and evolution, and Kōki inspiring exploration of new possibilities.
Directed by Valée Duhamel and photographed by Charlie Engman, “Find Your Courage” utilizes CGI and AI to underscore its message of embracing new avenues for creative expression. The campaign introduces pieces from the Coach Spring 2024 collection, including quilted iterations of its Tabby shoulder bag, tailored silhouettes, denim, sheer slip dresses, and playful charms.
Creative Director Stuart Vevers expressed that the campaign reflects a youthful interpretation of Coach’s American design language, fostering self-expression and new possibilities.
“‘Find Your Courage’ is meant to inspire our consumers to seek out all possibilities for who they can be, despite the tensions and expectations in life they might feel,” said Coach Global Chief Marketing Officer and North America President Sandeep Seth. “For us, Imma is the perfect ambassador to tell this story because she is challenging the notion of what we consider ‘real’ today. Her journey in our campaign takes us into a new world that pushes the boundaries of self-expression and inspires us along the way.”
Furthermore, Coach will extend the “Find Your Courage” experience through collaborations with gaming platforms, allowing users to dress their avatars in the Coach Spring collection. A multi-sensory iteration of The Coach Tabby Shop inspired by the Quilted Tabby shoulder bag will also be introduced.
