Coach Values Imperfections in Magical Fall Campaign

Stockholm-based boutique agency APE_CC, and creative strategy agency Mandai Loop, has partnered with Coach to unveil a new fall campaign designed to resonate deeply with consumers through authentic storytelling. This campaign, part of the 'Courage to Be Real' platform, emphasises the value of imperfection, challenging traditional notions of perfection in both fashion and personal expression.

Centred around the launch of new bag designs in washed leather, alongside classic Coach silhouettes, the campaign conveys that authenticity often holds more value than a polished exterior. Through this initiative, APE_CC and Mandai Loop keep positioning Coach as a brand that champions the beauty of real, imperfect self-expression, aligning with current cultural trends that favour authenticity over unattainable ideals.

The campaign features a series of films directed by Camille Summers-Valli, known for her ability to create visually compelling narratives. The films introduce three new Coach faces; actors Elle Fanning, Charles Melton and Nazha, alongside returning ambassador, rapper Youngji Lee. Each film portrays a scenario where the protagonists confront internal pressures to be perfect - Charles during a date, Elle at an audition - ultimately finding liberation through the intervention of a Coach bag, symbolising the push needed to embrace their true selves.

Along with the films, the campaign includes a series of stills capturing the pivotal moment of liberation when our talent breaks free from perfection. The stills are shot by legendary Elaine Constantine, renowned for her vibrant portrayals of youth culture and her ability to capture authentic moments of action.