The film, directed by Petra Collins, tells the story of the artist’s evolution to become the person he is today and the obstacles he has overcome along the way.
Coach launched the Courage to Be Real campaign with a short film starring new global brand ambassador Lil Nas X, featuring his latest single, STAR WALKIN. The film directed by Petra Collins.
The campaign’s name reflects the brand’s new purpose and mission to embrace all aspects of people with confidence and inspire others to express themselves authentically.
The campaign piece tells the story of Lil Nas X’s evolution to become the person she is today and the obstacles she overcame along the way. Set in a dream world informed by Collins’ shared vision and Coach’s American pop culture, the film follows the artist through rooms that represent key moments in his personal journey. In each room, Lil Nas X moves through doors that represent the struggles he has faced in life and takes the stage, inspiring the world to transcend their boundaries and express who they truly are.
My vision for Coach has always been to create a fashion world where people feel free to express themselves as they are. To bring that vision to life, I was thrilled to bring Lil Nas X and Petra Collins along with Coach for the first time. The film we created together is a new way of telling stories that not only feels unexpected and different to us, but also helps create a community around the values we share with the next generation,” said Coach Creative Director Stuart Vevers.
The campaign is Lil Nas X’s first for Coach as a new global ambassador, where he brings Courage to Be Real to life through future campaigns. The campaign will also feature narrative moments focused on the theme of self-expression.
The campaign is the first chapter of our Courage To Be Real mission and embodies the values the Coach has espoused for generations. Created with Lil Nas X, an artist who courageously broke new ground for others, the film tells the story of the challenges many of us face on our journeys of self-discovery and how self-belief and a willingness to take risks can inspire others. do the same, completed the Global Marketing Director and President of Coach in North America Sandeep Seth.
This is the first campaign presented as part of the brand’s expressive luxury positioning, defined by self-expression, inclusion and emotional connection.
