Capturing the essence of the New York state of mind, Coach reveals the latest Spring 2025 campaign, “On Your Own Time”, a new exploration of the brand’s ethos of owning the “Courage to Be Real”.
With sirens weaving through the sprawling city surrounded by sky-piercing landmarks, the hurly-burly on the streets and the fear of missing out, the campaign sends out a powerful message, urging us to live life at your own pace, indulge and experience every slice of the moments with confidence, instead of rushing and racing to keep up with the societal expectations.
Global ambassadors Elle Fanning, Nazha, Kōki, and Youngji Lee front the campaign directed by directed by Henry Scholfield, transporting us to a situation we are all so familiar with—busy streets astir with throngs of moving crowds, as they pulled up the vibrating phones flooded with overwhelming notifications—calendar invites, reminders, to-do lists, news alerts, social updates and new messages from all the (unnecessary) group chats. The films take a blissful turn when each protagonist slips their phone into the Coach Tabby bag—a visual metaphor of how the heritage brand has been an empowering companion of many city dwellers for the past decades, witnessing their paths to success.
In the short films, these stars are donned head-to-toe in pieces designed by Stuart Vevers for Coach Spring 2025, a collection that visualises the authentic New York City style. For a brand that is lauded for its artisanship in leather accessories making, the house has created bags that have become the talk of the town, including the Brooklyn—Bella Hadid approved, the revered Empire, and the Teri. This season, the new Chain Tabby is set to join the evergreen favourites, and needless to say, the highly-anticipated release is yet another smash hit.
Another new member in the house is the Soho Sneaker, a style that brings to mind the cross-training sneakers of the late ‘80s and early ‘90s. Not only are the pairs made with recycled materials—from the shoe laces to the rubber inserts, but whimsical resin charms of NYC-inspired imageries such as the yellow cabs, dice or cherries, are also available for wearers to customise their shoes.
It wouldn’t be a complete NYC ensemble without the classic trench coats, leather outerwear, denim patchworks and of course, the iconic “I Heart NY” tee that is covered with scribbles—the opening look that got the room excited and gassed at Spring 2025 show. Apart from the usual laidback and sportswear-centric pieces, we also can’t help but have our gaze fixed on the ’60s-inspired dresses—as seen on Nazha in the short film—in a delicious candy palette that adds zest to the concrete jungle.
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