Coach

Sep 2023

The Coach Wear Your Shine 2023 campaign serves as a vivid exploration of individual expression, blending luxury heritage with the raw, kinetic energy of contemporary street style. Under the creative direction of Stuart Vevers, the project moves away from static product shots, instead leaning into a cinematic and lifestyle-focused narrative that emphasizes movement and personal authenticity. Through the lens of photographer Joshua Woods and the direction of Lope Serrano, the campaign captures a diverse ensemble—including Dove Cameron, Lil Buck, Youngji Lee, and Yanfei Song—within organic, sun-drenched settings that range from lush gardens to minimalist architectural backdrops. The visual execution relies heavily on high-key natural light to emphasize the rich textures of the leather goods, from metallic silver handbags to signature-print accessories. Stylist Gabriella Karefa-Johnson curates a look that juxtaposes high-fashion polish with rugged, streetwear-inspired apparel, grounding the campaign in a modern, accessible reality. Choreography by Emma Portner infuses the imagery with a sense of fluid dynamism, while the collaborative efforts of a specialized grooming and set design team ensure that every detail, from the glossy hardware of the bags to the naturalistic backdrop of the foliage, feels intentional and cohesive. Ultimately, the campaign channels a sense of confident, fashion-forward empowerment that resonates as both editorial and deeply human.

Lifestyle, Commercial, Editorial

Natural light

Bags & Accessories, Fashion