Camila Mendes Reignites The '70s In Coach's 'Find Your Courage' Campaign
With an exclusive behind-the-scene shot of the campaign.
Coach recently added a fourth chapter to their newest campaign titled "Find Your Courage," which stars a friend of the house, Camila Mendes. The campaign debut was helmed by Lil Nas X, and the other parts of the campaign were led by Youngji Lee, Kōki, and Wu Jinyan. The star-studded initiative from Coach communicates the brand's fearless sense of expression, creativity, and forward-mindedness.
The concept is centered around a virtual universe where Imma, a digital creator and model, sets forth on a journey to find herself and develop her courage as a being. The Coach family then helps her understand that she must keep evolving and developing her sense of courage. The theme of the fourth chapter of "Find Your Courage" is that self-expression is a cornerstone of bravery, and only with self-expression can you realize a true and complete version of yourself. Coach has historically encouraged its followers and buyers to foster and nurture their true selves through their intrepid and ingeniously designed clothing and accessories.
In the video and shoot, Mendes is seen wearing the quilted Tabby shoulder bag, which features reimagined floral patterns and is crafted with top-of-the-line Nappa leather. The bag, of course, comes with Coach's signature hardware built into its stunning design. The Quilted Tabby employs an archival handbag design that was introduced by Coach in the 1970s, giving the purse a nod to the youthful disco culture of the '70s.
This campaign was directed by Vallée Duhamel and photographed by Charlie Engman, making for a brilliantly produced project that features a visually stunning virtual universe. The concept is inspired by younger generations, like Generation Z, and their relationship with technology as it relates to their sense of expression and belongingness in our tech-dependent world.
The project creatively reintroduces audiences to Coach's Spring/Summer 2024 collection, as it's now available at all Coach store locations and through Coach's online e-commerce website.
