Coach unveils new direction in fall campaign

by Stephen Garner

Coach unveiled a new direction for the brand in its new fall 2019 campaign.

Unveiling creative director Stuart Vevers’ new look and feel for the house, the campaign is inspired by a new cast of 21st Century Dreamers pursuing infinite possibilities in the city of New York.

The campaign features faces of the brand Michael B. Jordan and Kiko Mizuhara, as well as a new additions Yara Shahidi, Jemima Kirke, Lolo Zouaï, Miles Heizer, and Liu Wen.

The campaign shows the new global cast in iconic locations around New York City, including the Lower East Side, Central Park, the Manhattan Ferry, Brooklyn Bridge, and Central Park. It spotlights the house’s new fall bags, including the Tabby shoulder bag, the Troupe tote, and the Rivington backpack, and gives each member of the cast the opportunity to candidly share what drives and inspires them.

To bring the campaign to life, Vevers worked with photographer Juergen Teller and director Todd Tourso, as well as stylist Venetia Scott, makeup artist Dick Pagem and hair stylist Christiaan.

The films, directed by Tourso, the creative mind behind Beyoncé’s iconic music videos and films, will be released throughout the season—kicking off with a hero film, followed by a series of vignettes featuring the individual cast members. With poetic narration by Michael B. Jordan and Yara Shahidi, the unique films share the spirit of New York City, inspiring 21st Century Dreamers everywhere to believe in themselves and life’s infinite possibilities.

“Juergen was my instinctive choice for fall,” said Vevers. “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.”