A new Coach campaign starring established Coach faces Jennifer Lopez and Michael B. Jordan, as well as Coach ambassadors Kiko Mizuhara, YangZi and Jeremy Lin, focuses on the value and meaning of family. The global advertising campaign for the house’s autumn 2020 collection celebrates stories of togetherness, relationships that endure and the power of modern families, whether we are born into them or choose them over time.
For “Coach Family,” JLo poses with her mother, Guadelupe Lopez, and children Emme and Max Muñiz. “Coach has given me an opportunity to reflect on three generations of love and appreciate the blessings that I have,” Lopez said. “In a year like this year, where there is so much chaos, so much change and uncertainty just happening all around us, family is all about having a constant source of love and light for each other. I have never felt so close to my family or so dependent and needing them as I have during this time in my life.”
Meanwhile, Jordan is photographed with close friends and chosen family, while Mizuhara features alongside her sister, Yuka, and her cats Chiccho and Bambi. YangZi, the newest ambassador, is snapped with her mentee, Ziqing.
“At this moment, it feels important to re-examine our values,” Coach Creative Director Stuart Vevers said. “To me, fashion, at its best, has always been about community, creativity and building lasting relationships. I am proud to share stories with our Coach Family about the people that matter most in their lives—relationships that are authentic and timeless.”
There’s a global collective of creatives behind the campaign, which has been released as a series of unfiltered stills and films, including photographers and directors Ryan McGinley, Hao Zeng, Renell Medrano, Brad Ogbonna, Takako Noel, Gen Yoshida, Fan Xin and DJ Furth. And in the work that is inspired by home videos and highlights optimism, inclusivity and being true to oneself, the spotlight shines on key bags and footwear from the new season’s collection. These include the “Tabby” shoulder bag in Signature, the “Rivington” belt bag, and the “CitySole” mid top and sneaker.