Coach 'Wear Your Shine' 2023 Ad Campaign

Review of Coach “Wear Your Shine” Fall 2023 Ad Campaign by Photographer Joshua Woods and Director Lope Serrano with models Dove Cameron, Lil Buck, Youngji Lee, and Yanfei Song

Coach finds uplifting new meaning in the concept of the dance battle with its new Fall 2023 campaign. Titled “Wear Your Shine,” the campaign was brought to life by film director Lope Serrano and photographer Joshua Woods.

The campaign unites existing members of the Coach family with new faces, bringing together a cast of young talents who express themselves through music: Youngji Lee, Dove Cameron, Lil Buck, and Yanfei Song.

While Woods’ confident outdoor portraits of the cast is a clear expression of the new collection’s expressive character in connection with the personalities of those who wear it, it’s in the clever and fun short film that the campaign makes its strongest statement.

Subtitled “You versus your inner critic,” the film begins with the familiar experience of putting together an outfit but questioning whether it’s too much, whether one can really pull it off. This conflict is brilliantly personified via a literal dance battle: each star faces off with their own double as brilliant choreography from Emma Portner brings to life this inner conflict. Supported by strong production, music, and cinematography, each dream-like encounter comes to a thrilling climax as the characters conquer their doubts and dare to express themselves through bold shine.

Our story for Fall is inspired by the attitude of today’s generation and our belief that our heritage can be the foundation for courageous self-expression. Starting with the codes that define our house, we played with youthful proportions, color and novelty to create pieces that inspire a sense of possibility. ‘Wear Your Shine’ brings to life the spirit of the collection, as well as our belief that fashion can be a space for people to express themselves.
– Stuart Vevers, Coach Creative Director

Coach continues to strike an impressive balance of expanding its family to bring in the diverse voices of the younger generation while staying true to its character of expressive luxury. Matching a great concept with thrilling visual execution, this campaign is another testament to the brand’s revitalized commitment to independent style.