Why let the fatigue of being defined stop you from evolving?
The aspirational ladder of fashion and luxury stirs complex feelings for many of us. Especially for Gen Z who are the first generation raised online, where identity is edited, posted and archived everyday. To truly uncover personal style amidst the noise is a conversation we are constantly craving, and Coach has a response to this.
With &Coach, a new content series announced on 16 June, there is no universal story. Catered to the Gen Z vision, our aspiration-tinted lenses are being removed as Coach ushers in a new era.
“For this generation, self-expression is personal and constantly evolving. A Coach bag doesn’t define identity, it supports people through the moments that shape it.” stated Joon Silverstein, Chief Marketing Officer at Coach.
This is where Gen Z’s fingerprints on the project are impossible to miss.
The faces of this launch hail from diverse lanes in the industry, but are linked by their subversive spirit. British singer PinkPantheress, Pakistani activist Malala Yousafzai and American actress Avantika are just a few names to their lineup. As Silverstein says “At Coach, we believe luxury should inspire confidence without conformity.” With every star dedicated to their own rhythms it is evident that &Coach refuses to be one-dimensional.
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In all stories the Coach bags don’t define the wearer’s presence; they simply amplify it. Whether slouched on a chair or carried between airports, rehearsals, night and day. It’s refreshing in a sea of polished campaigns.
By placing Gen Z creatives at the helm, Coach continues to build on its ‘Courage to Be Real’ philosophy. What is so compelling about this is the recognition that identity is not neat. By pushing to create space for different versions of authenticity to exist, we embrace the contradictions that come.
This is where &Coach serves as a reminder; that we can take up space freely without having everything figured out.
