Coach has just unveiled "On Your Own Time," its latest campaign featuring global ambassadors Elle Fanning, Nazha, Kōki, and Youngji Lee.
The effort introduces the brand's Spring 2025 collection while highlighting the importance of setting your own pace in a world that prioritizes constant progress.
Photographed by Elaine Constantine, with spots directed by Henry Scholfield, it showcases intimate, spontaneous moments in a bustling cityscape.
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In a press release, Coach Creative Director Stuart Vevers highlighted how the love for freedom and spontaneity came out in the campaign's photography.
"Elaine has a special talent for capturing these honest, unstudied, and expressive images that I think feel very Coach."
Meanwhile, Coach CMO Joon Silverstein cited how many Gen Z consumers around the world fear falling behind in a culture that glorifies relentless progress became the impetus for "On Your Own Time."
"This campaign is meant to inspire our audiences to reclaim agency over the pace of life, and in doing so, feel more empowered and confident to express all of who they are."
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Aligning with Coach's purpose-driven "The Courage to Be Real" platform, the effort aims to empower the youth to take control of their own pace and confidently embrace their identities.
The campaign uses popular influencers like Fanning and Lee to connect with younger audiences in an authentic way.
By leveraging influencer partnerships, Coach greatly increases its reach across social media, ensuring its message is received by its target audience.
Taking Control of Time
At the center of "On Your Own Time" are two short films starring Fanning and Nazha.
Each film follows the protagonist navigating the pressures of a fast-paced city while being flooded with notifications and demands for their attention.
As the pressure mounts, they decide to silence their phones, tucking them away in their Coach Tabby bags.
This slows their world down as they stroll through the city, making passersby appear to speed up or slow down.
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On top of the new Chain Tabby, pieces from Coach's Spring 2025 collection lead the campaign, including the Brooklyn, Empire, and Teri bags, as well as the Soho Sneaker inspired by early '90s cross-training styles.
The collection also features trench coats, leather blazers, patchwork denim, and tailored pieces, all embodying the effortless energy of New York City style.
Coach previously launched the "Unlock Your Courage" and 'Find Your Courage' initiatives, building upon its vision of Expressive Luxury.
