Coach unveiled “Wear Your Shine,” a campaign featuring Dove Cameron, Lil Buck, Youngji Lee, and Yanfei Song, and introducing the Coach Shine collection of metallic, sparkle, and expressive bags, ready-to-wear, and accessories.
The next chapter of Coach’s storytelling grounded in the Courage to Be Real, its mission focused on inspiring audiences to express themselves authentically, “Wear Your Shine” positions fashion as a tool not only for personal expression but for personal empowerment, too. Directed by Lope Serrano and photographed by Joshua Woods, with choreography by Emma Portner, the campaign is an inspiring message about overcoming self-doubt to shine brightly in fashion and in life, introduced with a series of films in which the cast face their inner critics, imagined as doubles who voice their self-doubts. Confronted as they are about to step out in the Coach Shine collection, the cast duel with themselves through playful, dream-like dance sequences and emerge ready to step out and shine.
The cast featured in “Wear Your Shine” introduces new members of the Coach Family who reflect Coach’s mission to bring its “Courage to Be Real” message to life around the world through the stories of inspiring individuals who represent today’s generation. In addition, the campaign features a cameo by global face of Coach Jennifer Lopez in a film where she confronts voices of self-doubt and dances like no one is watching, drawing upon her status as an icon who has inspired others to live more fully.
Coach will additionally bring the campaign to life through experiences around the world, including immersive pop-ups that invite audiences to explore multi-sensory worlds inspired by the “Wear Your Shine” campaign, and digital storytelling, including a content series where creators in the Coach community share how they get dressed to step out and shine.