Coach’s Spring 2025 collection campaign is neither an inscrutable story nor a pretentious fashion showcase. In fact, collection only plays the subtle role. The campaign is the brand’s statement of understanding the challenges of the moment and inviting people to join in rebelling against them. The campaign, On Your Own Time, by Mother encourages people to have the courage to set the pace of your own life instead of racing to keep up with society’s expectations.
It is the latest edition of the brand’s The Courage to Be Real platform that inspires young people to express their many selves with confidence, featuring global band ambassadors, global ambassadors Elle Fanning, Nazha, Kōki, and Youngji Lee. The campaign has launched two films directed by Henry Scholfield, one featuring Elle Fanning, the other featuring Nazha. At first, the women are beset by the fast pace of their city environment – the bustle of busy people, the buzzing of their phones, and a tsunami of notifications demanding that they keep up. But they put their phones into their Coach Tabby bags and adopt a sense of calm, that enables them even to change the speed of the people they pass.
“In our discussions with Gen Z consumers all across the world, we’ve heard an almost constant refrain around the fear of ‘falling behind’ in a world that glorifies, even fetishises, relentless progress—and that this pressure to achieve at an ever-faster pace held consumers back from fully exploring their possibilities. This campaign is meant to inspire our audiences to reclaim agency over the pace of life, and in doing so, feel more empowered and confident to express all of who they are,” stated Coach chief marketing officer, Joon Silverstein.
To round out the campaign, the four brand ambassadors also appear in a series of moving images and still portraits captured by photographer, Elaine Constantine, that show them calm and in control in a bustling city setting.
Credits
Creative Agency: Mother
Creative Strategy: Mandai Loop
Film Production: Academy Films
Director: Henry Scholfield
Photographer: Elaine Constantine
Production Design: Brett Hess (Los Angeles) & Pongsan Thawatwichian (Bangkok)
Stylist: Jodie Barnes
Choreography: Sean Bankhead (Los Angeles) & Thatcha Kodolprapha (Bangkok)
Hair: Jenda Alcorn (Elle), Xia Youyan (Nazha), Mikako Kikuchi (Kōki,), Eunha (Youngji)
Makeup: Erin Ayanian (Elle), Qiao Qi (Nazha), Mikako Kikuchi (Kōki,), Juyeon (Youngji)
Nails: Kimmie Kyees (Elle), Mikaki Kukuchi (Kōki,), MIMI (Youngji)
Stylist: Samantha McMillen (Elle), Jin Helong (Nazha), Ryoko Kishimoto (Kōki,), Yemin Lee (Youngji)
Music: Jimmy Renda-Se performed by Tom Ze
Music Supervisor: Mr. Pape
Talent: House With A Pool
