Coach’s latest global advertising campaign again features Selena Gomez – and vintage cars.
Like the creative for the Selena Grace collaboration launched last August, the new campaign is set on the backstreets of New York City.
Local street art adorns exposed brick walls, along with murals picturing the prairie fields and deserts of the Midwest, linking to the soft hues found in the new accessories collection.
The Coach gang has an eclectic style, layering vintage wallpaper prints and prairie lace dresses with fringed soft leather biker jackets and teddy-bear style shearling coats.
“This romanticism and nostalgia is as always counterbalanced with a nod to Coach’s home city of New York – this time with a darker gothic and mystical twist,” explains Coach’s PR team.
This is the third Coach campaign for actress and singer Selena Gomez as the brand’s face. The series of images captures Gomez in the Fall 2018 collection resting on a vintage car. Set on a quintessential New York City street, the images highlight the season’s new bags, with Gomez carrying the Dreamer bag, a new silhouette featuring the signature print, embroidery and leather detailing.
American heritage sportswear makes a stronger appearance this season, with cross body bags, rucksacks and Signature print bomber and varsity jackets for both guys and girls. Taking its cue from 1990’s streetwear that the brand’s creative director, Stuart Vevers, sees on the streets of New York City today, it’s a contemporary way of dressing that has arrived in the world of Coach.
This season, the Coach family includes brand ambassadors Japanese actress and model Kiko Mizuhara, Chinese actress Guan Xiaotong, and Chinese actor Timmy Xu.
“This global casting nods to New York City’s melting pot of citizens and their unique way of dressing each day, which is so key to Vevers’ vision for Coach,” explains a Coach spokesperson. The cast also features models Ali Latif, Blesnya Minher, Joaquim Arnell, Lily Nova, Nina Gulien, Remington Williams and William Grant.
“I love the way that we have pushed the Coach gang further this season to be more unique, diverse and just overall cool in their attitude,” said Vevers. “It’s how I see people here in New York enjoying wearing clothes and just feels really relevant to me.”
For this season’s campaign, Coach worked with longtime collaborators, including photographer Steven Meisel, creative director Fabien Baron, makeup artist Pat McGrath and hair stylist Guido Palau.