Coach has been helmed by creative director Stuart Vevers for a decade, and its trajectory has never wavered. The storied American fashion house operates in a unique bubble of its own within the sartorial landscape and has dubbed its designs as “expressive luxury”.
Part of its fall/winter rollout, Coach’s new ‘Wear Your Shine’ campaign is a call for youths to express themselves. The campaign showcases the new Coach Shine collection, which features a melange of sparkly and metallic pieces that range from bags to glitzy ready-to-wear to statement accessories. The campaign is fronted by four equally expressive young stars.
There’s 21-year-old South Korean rapper Youngji Lee who is known for her near-behemoth status within South Korea‘s blossoming hip-hop scene and for reflecting her own lived experience through her music. Come 20 October, she will be stopping by Singapore as part of her debut world tour. Then, there’s Dove Cameron, a 27-year-old multihyphenate who acts and sings with equal finesse. Most notably, her single ‘Boyfriend’, released last year, entered the Billboard 100 after a viral moment on TikTok.
Chinese actress Song Yanfei also fronts the campaign. The 27-year-old star catapulted to fame after working on several high-profile Chinese television productions. You might know her from I’m Sorry It’s Not You (2017), Mr. Right (2018) and Walk Into Your Memory (2019). Last but not least, there’s dancer, actor and model Lil Buck, who has worked with prolific names like classical dance artist Mikhail Baryshnikov and even Madonna.
Bags in the collection were in full focus for the campaign. The classic Sammy Top Handle, the iconic Tabby Bag and the newly-launched Penn were presented in flashy metallic silver. High-top sneakers, such as the ones worn by Lil Buck, also carried the same bling. Directed by Lope Serrano, the video depicts these four stars fighting their inner critics and obtaining the freedom to express themselves through Coach’s pieces.
Varied as they are in terms of cultural background and disciplines, one quality is seen through them that is also embodied through the Coach Shine collection: a daring sense of individuality. “Our story for fall is inspired by the attitude of today’s generation and our belief that our heritage can be the foundation for courageous self-expression,” Vevers shared via press notes for the collection. “Starting with the codes that define our house, we played with youthful proportions, colour and novelty to create pieces that inspire a sense of possibility. ‘Wear Your Shine’ brings to life the spirit of the collection, as well as our belief that fashion can be a space for people to express themselves.”
Shop the Coach Shine collection here.