The "Revive Your Courage" campaign introduces two powerful new ambassadors to the Coach Community—a group of boundary-breaking individuals who inspire others to have the Courage to Be Real and help create a more inclusive and expressive world. A reflection of Coach's investment in the growth potential of Asian markets, these new ambassadors include Korean artist SOYEON, who is breaking boundaries in male-dominated fields, and Japanese singer-songwriter Lilas, who is widely known as ikura, the vocalist of the acclaimed music duo YOASOBI, as well as a voice actor. SOYEON and Lilas join actress Elle Fanning in lending their talents to "Revive Your Courage," bringing the brand's Fall campaign to life with their bold personalities and dynamic performances.
"In our Gen Z consumer immersions around the world, we heard story after story about the dreams they wanted to pursue, whether it was something major like changing a career, or something small like trying a new hobby," says Coach Chief Marketing Officer Joon Silverstein. "But they also told us that self-doubt and the pressure to be perfect held them back from chasing those aspirations."
"Our consumers inspired us to tell this story, a story about reclaiming the courage we had in childhood to pursue new adventures without fear and explore all the sides of who we can be. We believe it's a message with universal resonance, and we're thrilled that boundary-breaking talents SOYEON and Lilas have joined the Coach Community to tell this story alongside our global ambassador Elle Fanning."
"Revive Your Courage" features a hero film that encourages audiences to channel the bold spirit of their younger selves, harnessing that courage to chart their own path with confidence. Directed by Jovan Todorović and starring Elle Fanning, the film opens on a young woman who's become disenchanted with the traditional life she's chosen to pursue. In an instant, she is replaced by a childhood version of herself, full of wonder and excitement and not yet constrained by the pressure of the world's expectations. Soon the adult and childhood selves are engaged in a chase—as if they are playing a game of tag together where the young woman's Tabby bag has become the prize. Loosened from the confines of her everyday life, the young woman is laughing, breathless, exhilarated. She begins to recapture the adventurous spirit of her childhood self, the belief that anything really might be possible. At the end of the sequence, the young woman is alone again but clearly changed. Inside her Tabby, she finds a ticket. The destination? "Something New."
The campaign also features two shorter films starring Lilas and SOYEON. Directed by Teitur Ardal and titled "Carry All Your Expressions," both stories highlight the many facets of each star's personality and show how their Tabby bags help them express every side of who they are. In Lilas' film, she explores the duality of her personal style with two different Tabby bags, each one unlocking a different expression of her identity, while SOYEON's film shows her embracing a multiplicity of selves as she assumes a variety of roles on an imagined photoshoot—from director to stylist to star—each with its complementary Tabby bag.
In addition to their films, Elle, SOYEON and Lilas each appear in a suite of photographs captured by Elaine Constantine. Shot outside in natural landscapes, the images highlight each individual in their element: effortless, expressive, and alive with wonder and possibility.
"Our Fall campaign explores the optimism and bold self-expression that I admire about today's generation," says Coach Creative Director Stuart Vevers. "I loved collaborating with Elaine Constantine on the photography. Her confident, upbeat style fits so perfectly with my vision for Coach today."
The campaign spotlights Vevers' Fall 2025 Collection with a particular emphasis on Coach's heritage of exceptional leathercraft. This includes brand hallmarks like pebble leather, natural grain leather and suede, alongside newer explorations for the brand, like Spazzolato leather, which offers a subtle shine, and a reverse-burnishing treatment onto virgin leather that evokes the patina of a well-worn piece and continues to improve with age. Coach's iconic Tabby bag is a recurring star of the campaign, alongside key styles from the New York family of bags including the Brooklyn, Empire and Bleecker bags. Designed as a vehicle for self-expression, the Soho Sneaker grounds every look in the campaign, offering a versatile foundation for standout ready-to-wear pieces from the Fall collection, including cropped leather jackets, oversized upcycled denim, pleated day dresses and checked tailoring.
"Revive Your Courage" follows Coach's "On Your Own Time" and "Unlock Your Courage" campaigns grounded in Expressive Luxury, Coach's vision of a new kind of luxury focused on self-expression as defined by today's generation.
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CAMPAIGN IMAGES
CAMPAIGN VIDEOS
Shop the Fall 2025 Collection here.
FILM & PHOTOGRAPHY CREDITS:
Director: Jovan Todorović (Elle), Teitur Ardal (SOYEON and Lilas)
Photographer: Elaine Constantine
Director of Photography: Steve Annis (Elle), Teitur Ardal (SOYEON and Lilas)
Production Company: Smuggler
Stylist: Olivier Rizzo
Movement Director: Paul Sadot
Hair: Jenda Alcorn (Elle), Chun A Ram (SOYEON), Oh Ji Hye (Lilas)
Makeup: Erin Ayanian Monroe (Elle), Kim Haemin (SOYEON), Tamayo Yamamoto (Lilas)
Manicurist: Kimmie Keyes (Elle), Kim Jin Sol (SOYEON), Tamayo Yamamoto (Lilas)
Stylist: Samantha McMillen (Elle), Kim Young Man (SOYEON), Keita Sasaki (Lilas)
Music: Félix Lajkó, "Citerás" (Elle), Deki Alem, Coco Morier, "Explosions" (SOYEON and Lilas)
Creative Agency: APE_CC
Creative Strategy: Mandai Loop
About Coach
Coach is a global fashion house founded in New York in 1941. Inspired by the vision of Creative Director Stuart Vevers and the inclusive and courageous spirit of its hometown, the brand makes beautiful things, crafted to last—for you to be yourself in.
Coach is a Tapestry, Inc. brand. Tapestry is publicly listed on the New York Stock Exchange under the ticker TPR.
CONTACT:
Brooke Hudson, Director, Global Brand Communications
[email protected]
SOURCE Coach
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