Coach launches “Originals Go Their Own Way,” its campaign for Spring 2020.
Starring award-winning actor, singer, producer and new face of Coach Jennifer Lopez in her first campaign for the house and global face of Coach menswear, actor and producer Michael B. Jordan, the campaign tells the story of authentic self-expression through the lens of its powerful cast.
Set in New York City, Coach’s home since 1941, “Originals Go Their Own Way” communicates Creative Director Stuart Vevers‘ evolved vision for the house. Spontaneous, real and playful to reflect the inclusive and optimistic spirit of the house and New York City, it celebrates authenticity, individuality and those who forge their own unique way in life. Emphasized by the inspiring stories of Lopez and Jordan, both known as courageously independent individuals who have paved new paths while staying true to themselves, the campaign advocates for doing things your own way and expressing yourself through purpose and style.
To bring the campaign to life, Vevers worked with photographer Juergen Teller, whose partnership with Coach began in the fall of 2019 and has continued through its holiday and spring campaigns. Shot in iconic locations around the city, including the Edge at Hudson Yards and the High Line, where Coach held its show for the Spring collection, the images also feature the sculpture “Brick House” by the artist Simone Leigh. The public artwork, a 16-foot tall bronze bust of a Black woman which references numerous architectural styles, is a symbol of inclusion, optimism, and strength that sits beneath the house’s headquarters, and was featured in its recent show.
