by Stephen Garner

Coach has unveiled its new holiday campaign featuring Jennifer Lopez and Michael B. Jordan with their families, as well as ambassadors Kiko Mizuhara, Jeremy Lin, and Yang Zi and other members of the Coach Family.

Created during the pandemic, the campaign spotlights the brand’s belief in positivity, finding joy in the little things, and seeking comfort in togetherness and familiar traditions. Called “Holiday Is Where You Find It,” the campaign will be unveiled as a series of short vignettes and images in which the cast are seen celebrating traditions new and old. It underscores the message that holiday is a state-of-mind—no matter how you’re celebrating this year.

The campaign features “families” of the cast, including Lopez’s mother, Guadelupe Lopez, and children Emme and Max Muñiz. Jordan is photographed celebrating Kwanzaa with his parents Michael A. Jordan and Donna Jordan, brother Khalid Jordan, and sister Jamila Jordan-Theus. Mizuhara appears alongside her sister, Yuka Mizuhara, while Lin appears with his friend and trainer Josh Fan. It also features additional content with an extended Coach Family, including Camila Morrone, Megan Thee Stallion, Quincy, Yuna, and Ramla Ali.

To bring the campaign to life, Coach worked with a global family of creatives, including photographers and directors Ryan McGinley, Renell Medrano, Hao Zeng, Brad Ogbonna, Takako Noel, Yuaan, Fan Xin, DJ Furth, Zhangmeng, Jian LV, and Christelle de Castro.

“Holiday Is Where You Find It” will spotlight the house’s Beat Shoulder Bag, inspired by the downtown attitude of New York, and its new Hitch backpack and belt bag for men.