Banks in Coach’s “Dreamers” campaign.
Photo By Mikael Jansson
COACH, TAKE TWO: Two months after revealing its fall campaign, Coach is back for round two. The company will premiere its second marketing push for the fall collection, in November publications, with a new campaign called “Coach Dreamers.” While Coach’s main advertising campaign featured professional models, this go-around features four up-and-coming talents: singers Banks and Zoë Kravitz, actress Odeya Rush and actor Christopher Abbott.
Creative director Stuart Vevers said, “The [first] campaign was really focused on the identity [of] the girl and resetting the new vision for Coach. [But] to me, that was just one part of what we wanted to say for the season. The ‘Coach Dreamers’ talks to a different part of our audience and says something different with the clothes. I liked the idea of these campaigns coming in quick succession, where you start with a fashion campaign and come in very quickly after with another side to the Coach story.” Photographer Mikael Jansson shot the campaign outside of New York City (Steven Meisel lensed the first), with styling by Karl Templer and art direction by Fabien Baron.
Keeping with the original layout, the campaign centers on a black-and-white portrait. “The starting point was the idea of ‘of the moment,’ with a photograph that your best friend or boyfriend could have taken,” said Vevers. Coach selected its four faces based on their rising fame. Rush starred in this summer’s “The Giver,” while Abbott, having left his role on “Girls,” is in December’s “A Most Violent Year.” Banks released her debut album “Goddess” on Sept. 5; Kravitz’s band, Lolawolf, will release its debut in November.
In addition to November print issues, the campaign will replace the fall campaign as in-store imagery beginning Nov. 1.