It’s Time to Wear Your Shine With Coach

Colour your life with courage, self-expression and fashion

Founded in 1941, New York-based brand, Coach has taken over the fashion world by storm with their inclusive, youthful and daring spirit. Known for their beautiful craftsmanship, heritage and vision, the fashion house has always been shining bright like a diamond. Marking a new chapter for their legacy, Coach has recently unveiled a new star-studded campaign titled “Wear Your Shine”, which features Dove Cameron, Lil Buck, Youngi Lee and Yanfei Song.

Showcasing playful and whimsical silhouettes, the campaign echoes Coach’s mission, “Courage to Be Real” to life by introducing stories of inspiring individuals who represent today’s generation. Full of artistry and expressive notions, the campaign also highlights the brand’s new collection of metallic, sparkles and expressive bags, ready-to-wear and accessories — a series of fashionable items that aims to inspire people to be confident in their skin.  

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“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,” said Coach Creative Director Stuart Vevers. He adds: “Starting with the codes that define our house, we played with youthful proportions, colour 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.”

Introduced as part of Coach’s Fall 2023 runway collection, the “Wear Your Shine” collection ushers in the Tabby bag and new Penn silhouette in metallic and patent leathers, “The Coach Shapes” bags in playfully expressive silhouettes and colours, as well as shearling ready-to-wear and footwear in metallics. Made for fashion darlings, the collection explores how people can use fashion as a tool of expression and empowerment. 

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Directed by Lope Serano and photographed by Joshua Woods, with choreography by Emma Portner, the campaign is an inspiring message about having the courage to overcome self-doubt and to shine brightly in fashion and life. 

Shop the Coach Shine collection here.

A lover of steamy romance books and all things green, Syameen Salehaldin is the Senior Content Producer for Harper's BAZAAR Malaysia. She spends most of her time immersed in books, and food and doing anything that makes her happy. Expect to see her diving into lifestyle, fashion and beauty trends on this platform.