The design sensibilities of New York house, Coach, is engrained in its heritage and each season looks to revive classic silhouettes for modern appeal. This is apparent now more than ever as the all-American brand launches its newly-arrived Spring 2020 campaign, ‘Originals Go Their Own Way’. Starring award-winning actor, singer and producer Jennifer Lopez this marks her latest appearance as the new face of Coach, while actor and producer Michael B. Jordan returns as the face of Coach menswear.
From the mind of Creative Director Stuart Vevers, the campaign tells the story of authentic self-expression through the lens of its powerful cast, set behind the iconic backdrop of New York City. Spontaneous, real and playful to reflect the inclusive and optimistic spirit of the house and New York City, Spring 2020 celebrates authenticity, individuality and those who forge their own unique way in life. Emphasised by the inspiring stories of Lopez and Jordan, both known as courageously independent individuals who have paved new paths while staying true to themselves, ‘Originals Go Their Own Way’ advocates for doing things your own way and expressing yourself through purpose and style.
Tapping the eye of world-renowned photographer Juergen Teller, the campaign is shot in popular locations 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.
“At the start of a new decade, I felt instinctively that it was right to celebrate the colour, energy and optimism of New York, our hometown and inspiration as a house,” said Coach Creative Director Stuart Vevers. “I loved working with Juergen to bring my vision for Spring to life, and to tell the stories of Jennifer and Michael in a unique and authentic way.”
“I have a unique history with Coach that dates back to ‘All I Have,’” said Lopez. “It is a brand that embodies the essence of being born and bred in New York and I, of course, deeply relate to that. In all it creates, Coach promotes individuality and optimism in its style as well as a sense of authenticity and inclusion. Like me, we’re both New York originals, who create a unique mix of high-fashion with street edge. With Stuart’s designs and Juergen’s photography, we captured special and unique visual moments for this campaign with the iconic New York City skyline as the perfectly tailored backdrop.”
“I’m proud to be part of the new spring campaign,” said Jordan. “The story of what makes an original is very meaningful to me for many reasons, and it was a great experience working with Stuart and Juergen to tell that story in a way that feels fresh and powerful.”
The new collection plays hero to punchy colour blocking and the recognisable Coach monogram, splashed across heritage silhouettes including the coveted leather jacket and leather trench. Bags include the Hutton, the Rambler, and the men’s Pacer Backpack and Belt Bag.