Coach, the global fashion house, launched a new campaign titled “Wear Your Shine.” The campaign features Dove Cameron, Lil Buck, Youngji Lee, and Yanfei Song. The Coach Shine collection is made up of metallic, sparkle, and expressive bags, ready-to-wear, and accessories.
“Wear Your Shine” is the next chapter in Coach’s storytelling, grounded in the Courage to Be Real. This mission focuses on inspiring audiences to express themselves authentically. The campaign positions fashion as a tool not only for personal expression but also for personal empowerment. Directed by Lope Serrano and photographed by Joshua Woods, with choreography by Emma Portner, the campaign sends an inspiring message about overcoming self-doubt to shine brightly in fashion and life.
The campaign includes a series of films where the cast confronts their inner critics, imagined as doubles who voice their self-doubts. As they prepare to step out in the Coach Shine collection, the cast engages in playful, dream-like dance sequences and emerges ready to shine.
The campaign also introduces new members of the Coach Family who embody Coach’s mission to bring its “Courage to Be Real” message to life globally. These individuals represent today’s generation and tell inspiring stories. The campaign also features a cameo by Jennifer Lopez, the global face of Coach. In a film, she confronts voices of self-doubt and dances freely, drawing upon her status as an icon who has inspired others to live more fully.
The Coach Shine collection is part of Coach’s Fall 2023 runway collection and reflects Coach Creative Director Stuart Vevers’ vision of heritage redefined for today’s generation. The collection introduces the Tabby bag and new Penn silhouette in metallic and patent leathers, “The Coach Shapes” bags in playfully expressive silhouettes and colors, as well as shearling ready-to-wear and footwear in metallics.
Stuart Vevers said, “Our story for Fall is inspired by the attitude of today’s generation and our belief that our heritage can be the foundation for courageous self-expression. Starting with the codes that define our house, we played with youthful proportions, color, and novelty to create pieces that inspire a sense of possibility. ‘Wear Your Shine’ brings to life the spirit of the collection, as well as our belief that fashion can be a space for people to express themselves.”
Sandeep Seth, Coach Global Chief Marketing Officer and North America President, added, “The campaign’s message was based on an insight we observed about our Generation Z consumers—that, often, it’s an inner voice that keeps them from expressing themselves fully. It represents the continuation of our journey to not only connect emotionally with our consumers through stories that resonate deeply with them but to make our brand a platform for their self-expression and the values they care about. ‘Wear Your Shine’ is the next chapter of our mission to inspire our customers to find the courage to express themselves.”
Coach plans to bring the campaign to life through experiences around the world, including immersive pop-ups that invite audiences to explore multi-sensory worlds inspired by the “Wear Your Shine” campaign, and digital storytelling, where creators in the Coach community share how they get dressed to step out and shine.