Coach Launches Spring Campaign Challenging Societal Pressure to “Keep Up”

Coach debuts its Spring 2025 campaign, "On Your Own Time," starring global ambassadors Elle Fanning, Nazha, Kōki, and Youngji Lee, urging consumers to reject the relentless pace of modern life. Centered on the brand’s "Courage to Be Real" platform, the campaign’s films and imagery showcase protagonists transitioning from overwhelm to empowerment by stowing their phones in Coach bags—symbolizing a reclaiming of agency.

Directed by Henry Scholfield, the campaign films depict Fanning and Nazha navigating bustling cities bombarded by notifications. Upon sealing their phones inside Coach Tabby bags, the characters gain control over their environment’s tempo, metaphorically manipulating time.

"The films visualize a radical act: choosing self-determination over societal acceleration," said Chief Marketing Officer Joon Silverstein. "Gen Z faces paralyzing pressure to ‘keep up’—this campaign inspires them to define progress on their own terms."

The decision to cast Youngji Lee—a South Korean viral star with 12 million TikTok followers—reflects strategic alignment with platforms where 57% of Gen Z discover products through short-form videos. With 98% of Gen Z owning smartphones and dedicating over four hours daily to apps like TikTok, Coach's campaign films prioritize vertical, snackable content optimized for Instagram Reels and YouTube Shorts.

Cropink's 2025 data reveals that 61% of Gen Z shoppers explore secondhand options before buying new, while 75% prioritize eco-conscious brands over legacy names. Coach addresses this through initiatives like its (Re)Loved program, which incentivizes circular fashion by offering credit for traded-in bags—a program subtly highlighted through the campaign's "evergreen favorites" messaging.

Silverstein emphasized the campaign’s cultural urgency: "We’re combatting the fetishization of nonstop productivity. True luxury is the courage to live authentically." The campaign follows Coach’s "Expressive Luxury" ethos, building on prior initiatives like "Unlock Your Courage" to resonate with Gen Z’s demand for self-defined success.