Storm Reid (top) and Jayson Tatum.

  
Quick Take: Coach, from EssilorLuxottica, has launched “Unlock Your Courage,” a campaign starring new global ambassadors Elle Fanning, Charles Melton, Nazha and Storm Reid and returning Coach Family members Jayson Tatum, Kōki and Youngji Lee. The campaign introduces Coach’s Fall 2024 collection.
Specifics: The campaign features a series of films directed by Camille Summers-Valli, and accompanying photographs by Elaine Constantine. Storm Reid makes her debut with the brand in eyewear and Jayson Tatum models eyewear and watches. 
Selling Point: Coach global chief marketing officer and tapestry chief growth officer Sandeep Seth said, “Self-expression is one of the key pillars of the Courage to Be Real, our purpose here at Coach. We’ve found again and again that the chase for perfection can hold us back from expressing ourselves authentically. ‘Unlock Your Courage’ is meant to inspire our consumers to break from that impossible standard and embrace the many facets of who they are.”
Creative director Stuart Vevers said, “My approach to the ‘Unlock Your Courage,’ campaign matched my design process for the Fall collection. We focused on the tension between something romantic and picturesque and something very real and spontaneous; a sense of the lived in but compelling aesthetic that typifies the spirit of New York. Elaine’s dynamic shots of our friends of the house all amplify that message of authenticity and the beauty that comes from embracing the imperfections of a well-lived life in well-loved fashion.”
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