In the blurred, dystopian world of 2020, COVID-19 has made one thing very clear; family is the most important thing. Whether that be blood relatives, friends or co-workers, the current year has shown us what really matters and in apt timing, Coach has further ingrained this notion into Fall/Winter 2020. Dubbed ‘Coach Family’, the campaign celebrates stories of togetherness, relationships that endure, and the power of modern families—those we are born into and those we choose over time.
Featuring established Coach faces Jennifer Lopez and Michael B. Jordan and Coach ambassadors Kiko Mizuhara and Jeremy Lin, followers and fans of the brand are given special passage into these private lives and families. Released as a series of unfiltered stills and films inspired by home videos, the campaign translates the house’s enduring spirit of optimism, inclusivity, and its mission to inspire audiences to be true to themselves, through clothing and everyday life alike.
The season will see more portraits revealed from eccentric characters including roommates Julia Fox and Richie Shazam to ballroom emcee, writer and producer Jack Mizrahi and his House of Gorgeous to photography collective Street Dreams Magazine, among others—with each family showcasing the bonds that endure.
The campaign reveals the modern “Coach Families,” including Jennifer Lopez’s mother, Guadelupe Lopez, and children Emme and Max Muñiz. Jordan is photographed with close friends and chosen family, including Chad Easterling, Leo Volcy, Jove Edmond, Sterling Brim, René Spellman, Vince Bryant, Bryce Sheldon, and Corey Calliet. Kiko Mizuhara appears alongside her sister, Yuka Mizuhara, and her cats Chiccho and Bambi.
“Togetherness and family are really important right now,” said Jordan. “For me, my family and friends are my support system. They’re what keep me going and keep me motivated to work hard, lead by example and be the best version of myself. I was thrilled to work with Coach on this campaign focused on family and relationships—because they are the things that really matter.”
To launch the campaign, a series of posts asks the community to share their thoughts on family and what it means to them, exposing impactful reflections on relationships that endure, and values that extend across generations. A global collective of creatives brought the campaign to life, including photographers and directors Ryan McGinley, Hao Zeng, Renell Medrano, Brad Ogbonna, Takako Noel, Gen Yoshida, Fan Xin and DJ Furth.
For more from the campaign, visit the Coach website here.