Don't be fooled by the rocks she's got, because no matter where she goes, she knows where she came from. Starring new house face Jennifer Lopez, American heritage label Coach launches Originals Go Their Own Way, its campaign for Spring 2020, set to tell the story of authentic self-expression through the lens of its powerful cast (which, by the way, includes Michael B. Jordan reppin' menswear).
Set in New York City, Coach’s home since 1941, Originals Go Their Own Way communicates Creative Director Stuart Vevers’ evolved vision for the house. Spontaneous, real, and playful to reflect the inclusive and optimistic spirit of the house and the Big Apple, it celebrates authenticity, individuality, and those who forge their own unique way in life. Emphasized by the inspiring stories of Jen and Michael, both known as courageously independent individuals who have paved new paths while staying true to themselves, the campaign advocates for doing things your own way and expressing yourself through purpose and style.
To bring the campaign to life, Stuart worked with photographer Juergen Teller, whose partnership with Coach began in the Fall 2019 and has continued through its Holiday and Spring campaigns. Shot in iconic locations around the city, 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 color, energy, and optimism of New York, our hometown and inspiration as a house,” said Stuart. “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 [the song] All I Have,” said Jennifer. “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 Jurgen’s photography, we captured special and unique visual moments for this campaign with the iconic New York City skyline as the perfectly tailored backdrop."
Originals Go Their Own Way spotlights the house’s new Spring bags, including the Hutton, the Rambler, the Pacer Backpack and the Belt Bag—and a ready-to-wear collection featuring a bold new statement in leather, a reference to the house’s roots.