By Pameyla Cambe

Coach’s Campaign for Spring/Summer 2024 Welcomes You to Be, Just as You Are

With a campaign that’s out of this world, Coach celebrates the bold, brave journey of discovering yourself.
In Coach’s Spring/Summer 2024 campaign, brand ambassador and rapper Lee Youngji champions individuality with her personalised Quilted Tabby shoulder bag. Photo: Coach

What does it mean to be real today? That’s a question that lies at the heart of Coach. In many ways, the New York fashion brand has constantly championed individuality, authenticity and the practice of keeping it real, offering bags and accessories that let you stand out from the crowd, on top of a range of customisation options that allow you to make each your own. Through ready‑to‑wear collections designed by executive creative director Stuart Vevers, Coach has also crafted a wardrobe of fun, everyday essentials that you can mix and match to tell your story through style. “My vision for Coach has always been to create a fashion world where people feel free to express themselves as they are,” shared Vevers.

That vision comes to life in Coach’s Find Your Courage campaign, for which the fashion brand enlisted figures from its community, known as the Coach Family, who truly embody its empowering ethos. For Spring/Summer 2024, Coach’s message is simple: Find your courage. And to amplify that message, the brand assembled a diverse cast, including American rapper Lil Nas X, Riverdale actress Camila Mendes, Chinese actress Wu Jinyan and South Korean rapper Lee Youngji. And because our lives are increasingly split across the physical and digital worlds, and our identities now take on multiple dimensions, Coach also cast Imma, a virtual model and It girl from Japan.

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Coach’s Pillow Tabby bags come in a plethora of delicious colours for Spring/Summer 2024. Photo: Coach

In Coach’s new campaign, Imma sets off on an exciting journey to find her courage—and herself—in a pastel‑hued virtual landscape where anything is possible. Along the way, she encounters Coach’s inspiring ambassadors and discovers their unique strengths. On a pink‑and‑white platform with moving chess pieces, she learns from Lil Nas X about what it means to be a game changer. She discovers the importance of taking risks when Wu leads her to leap across the clouds. And when she meets Lee, the first female contestant to win the South Korean rap competition series Show Me The Money, the rapper shows her how to break the mould—literally. Lee’s advice to Imma? “When others try to define you, go your own way.”

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Chinese actress Wu Jinyan stars in Coach’s new campaign, sporting a denim ensemble and a matching Quilted Tabby bag. Photo: Coach

Coach’s campaign offers plenty of sartorial inspiration too. Lee stays true to her bold style in a yellow cropped jacket and a matching skirt, while Mendes flaunts a romantic floral lace dress, and Wu looks cool and casual in a denim ensemble. Each star also wields the new Quilted Tabby shoulder bag like a totem of individuality. This season, the bag has been reimagined in quilted versions that go with a myriad of outfits. Wu completes her look with the blue denim style, while Japanese model Koki is seen with the bag in tie‑dye effect Nappa leather. Lee, meanwhile, carries a purple Quilted Tabby given a personal touch with colourful charms.

Of course, you don’t need to exist in Coach’s pastel‑hued universe to find the courage to be yourself. With the new Quilted Tabby bag and the rest of the brand’s Spring/Summer 2024 offerings, you can easily express yourself and all your complexities IRL, one outfit at a time.

This story originally appeared on GRAZIA Singapore.