Coach's new Spring campaign, "On Your Own Time", stars global ambassadors Elle Fanning, Nazha, Kōki, and Youngji Lee.
The Spring 2025 campaign emphasises the courage to set one's own pace in life, diverging from societal pressures of constant progress.
This message aligns with Coach's platform, "The Courage to Be Real", which encourages young people to confidently express their many selves.
Creative Director Stuart Vevers highlights the freedom and spontaneity in Elaine Constantine's photography, capturing personal moments within a bustling city.
The campaign features two films starring Elle Fanning and Nazha, directed by Henry Scholfield, showcasing their characters' transformation from being overwhelmed by social pressures to feeling empowered.
The films depict the lead characters deciding to put away their buzzing phones into their Coach Tabby bags, symbolising their control over the pace of their lives.
This empowerment is visually illustrated by their ability to manipulate the flow of time around them, representing their newfound autonomy and confidence.
Coach's Chief Marketing Officer Joon Silverstein explains that "On Your Own Time" aims to inspire Gen Z to reclaim control over their life's pace, countering the pressure of relentless progress.
The campaign includes moving images and still portraits by Constantine, reflecting temporal flux.
The Spring 2025 collection, inspired by New York City style, features new pieces like the Chain Tabby, Brooklyn, Empire, and Teri bags, as well as the Soho Sneaker.
The collection also includes trench coats, leather blazers, patchwork denim, and tailored pieces, continuing Coach's vision of Expressive Luxury focused on self-expression.
FILM & PHOTOGRAPHY CREDITS:
Director: Henry Scholfield
Photographer: Elaine Constantine
Production Design: Brett Hess (Los Angeles) and Pongsan Thawatwichian (Bangkok)
Stylist: Jodie Barnes
Choreography: Sean Bankhead (Los Angeles) and Thatcha Kodolprapha (Bangkok)
Hair: Jenda Alcorn (Elle), Xia Youyan (Nazha), Mikako Kikuchi (Kōki,), Eunha (Youngji)
Makeup: Erin Ayanian (Elle), Qiao Qi (Nazha), Mikako Kikuchi (Kōki,), Juyeon (Youngji)
Nails: Kimmie Kyees (Elle), Mikaki Kukuchi (Kōki,), MIMI (Youngji)
Stylist: Samantha McMillen (Elle), Jin Helong (Nazha), Ryoko Kishimoto (Kōki,), Yemin Lee (Youngji)
Music: "Jimmy Renda-Se" performed by Tom Ze
Music Supervisor: Mr. Pape
Film Production: Academy Films
Creative Agency: Mother London
Creative Strategy: Mandai Loop
Talent: House With A Pool
