Review of Coach ‘The Rogue’ Fall 2021 Ad Campaign by Photographer Juergen Teller with Jennifer Lopez, Kate Moss, Kōki, Ma Zhe, Kelsey Lu, Anna Collins, and Xiao Wen Ju
Coach goes Rogue in a new Fall 2021 campaign by photographer Juergen Teller.
The campaign celebrates the reintroduction of the house’s Rogue bag, which first appeared on the runway in 2016, and is now updated for a triumphant return in 2021. Appearing in a range of practical to playful styles, the bag is reimagined in a new environmentally responsible version of Coach’s signature jacquard crafted in organic and recycled materials.
The Rogue is perhaps my favorite bag that I’ve designed at Coach. It has that combination of heritage, offbeat attitude and a sense of authentic American style that perfectly embodies my vision for the house. The Fall collection is inspired by the optimism of things crafted to last, and naturally felt like the right moment to reintroduce the Rogue with a new story created with Juergen and our Coach Family.
– Stuart Vevers, Coach Creative Director
The campaign takes this American icon around the world with a truly global cast of Coach family members, including the iconic Kate Moss and Coach family matriarch Jennifer Lopez. Teller brings his signature style of candidness and personality to crafting the imagery. He uses unique architectural elements to frame his subjects, creating energetic portraits that communicate both the energy of these personalities and the cities they explore. Meanwhile, Olivier Rizzo’s layered and playful styling has us excited for the possibilities of fall dressing.
Extending the Coach creative family to include any fan with a phone, the reintroduction of the bag is also celebrated in a digital experience in which clients can design and share their own Rogue bag – a fun way to further develop the campaign’s theme of individuality and creativity.
Featuring strong portraits that are full of warmth and personality, the campaign is a great way to express the power of going Rogue.
Coach Creative Director | Stuart Vevers
Photographer | Juergen Teller
Talents | Jennifer Lopez, Kate Moss, Kōki, Ma Zhe, Kelsey Lu, Anna Collins, and Xiao Wen Ju
Stylist | Olivier Rizzo