Earlier this fall, Coach rolled out one of its most captivating campaigns to date; Revive Your Courage.
The cinematic series invited fashion lovers to reconnect with their boldest selves through a modern lens of self-expression and nostalgia.
Starring Elle Fanning, Soyeon of (G)I-DLE, and Lilas (Ikura) of YOASOBI, the campaign captured what it means to be fearless in a world that often rewards conformity. Under the creative direction of Stuart Vevers, the Fall 2025 story blended craft, emotion, and authenticity — all with a touch of that signature Coach optimism.
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A Campaign That Speaks to the Inner Child
Revive Your Courage isn’t just a tagline; it’s a mindset. Through a visually stunning film directed by Jovan Todorović, Elle Fanning plays a woman rediscovering the wonder and curiosity of her younger self. The narrative unfolds like a dream — one moment she’s bound by routine, the next she’s chasing her childhood spirit through open fields, laughter spilling into the wind. Her Coach Tabby bag becomes a symbol of freedom, and when she finally opens it, she finds a ticket marked “Something New.”
It’s a clever metaphor for Coach’s message this season; rediscover joy, explore new paths, and carry your courage wherever you go
New Faces, Same Courage
Joining Fanning are two new global ambassadors redefining creative expression across Asia. Soyeon, known for her bold artistry and unapologetic confidence, and Lilas, the voice of YOASOBI’s emotional storytelling, each bring their own version of courage to the Coach community.
Their individual short films, directed by Teitur Ardal, highlight how the iconic Tabby bag adapts to their multifaceted personalities. Soyeon takes viewers on an imagined photoshoot where she shifts between roles — director, stylist, and star — each matched with a different Tabby. Meanwhile, Lilas explores the duality of her style through two versions of the same bag, proving that courage can be soft, expressive, and entirely personal.
Both women embody the campaign’s heart: the courage to be real.
The Fall 2025 Collection: Crafted for Confidence
Coach’s Fall 2025 collection is a tactile love letter to craftsmanship and character. From pebble and natural grain leathers to the polished finish of Spazzolato leather, each material tells its own story of evolution and endurance. Vevers’ designs feature cropped leather jackets, pleated day dresses, upcycled denim, and checked tailoring — pieces that celebrate individuality without compromising comfort.
The Tabby remains the brand’s hero, joined by the Brooklyn, Empire, and Bleecker bags from the New York Collection. Grounding it all is the Soho Sneaker, offering a playful contrast to the refined silhouettes. It’s Coach’s way of saying luxury can be expressive, youthful, and versatile all at once.
Photographed by Elaine Constantine, the campaign’s imagery amplifies that energy, bright, natural, and beautifully undone. Each frame feels alive; a visual diary of courage rediscovered.
The Takeaway: Real Courage Never Fades
More than just a campaign, Revive Your Courage reminds us to find joy in authenticity. As Coach’s Chief Marketing Officer Joon Silverstein said, “Our consumers inspired us to tell this story — one about reclaiming the courage we had in childhood.”
From New York to Seoul to Tokyo, the campaign resonated globally, not only for its cinematic brilliance but for its emotional truth. It’s proof that courage is like good style; never really goes out of fashion.
So, whether it’s trying a new look, chasing a wild dream, or simply daring to be yourself, Coach’s Fall 2025 story leaves you with one thought: real luxury starts with courage.
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