Introduced last month as part of Coach’s Spring campaign, the season offered a colourful reimagination of the house’s iconic Horse and Carriage in line with the theme “That’s My Ride”. As part of the next chapter of their Signature campaign, Coach continues its narrative that reflects the optimism and attitude of now by remixing Coach icons to tell the story of a new generation.
Photographed by German contemporary photographer Juergen Teller in the cultural hubs of New York and Shanghai respectively, the new photo campaign features sisters Danielle, Este, and Alana Haim from the American Pop Rock Band HAIM, Chinese singer and actor Ma Zhe, and global supermodel Xiao Wen Ju.
The Signature campaign infuses the house’s iconic Signature pattern with their own personal style and original approach to Coach’s heritage, which can be seen on denim ready-to-wear pieces and boots as well as familiar Coach icons including the Rogue, Tabby, and Field Tote.
Here’s a look at Coach’s new Signature campaign images.
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