By Cassandra Yany
Coach unveiled its holiday campaign with the central message “Holiday Is Where You Find It.” It emphasizes the message that holiday is a state of mind regardless of how you’re celebrating this year.
There is no doubt that 2020 has been a unique year for everyone. Coach acknowledges this through the campaign and underscores that during these unprecedented times, the meaning of the holidays remains the same no matter how different festivities may look this year. They encourage fans of the brand to “cherish the big things, celebrate the small things.”
“Holiday Is Where You Find It” highlights Coach’s belief in optimism, finding joy in the little things and seeking comfort in togetherness and family traditions. The campaign will be presented in a series of short vignettes and images showcasing the cast celebrating new and old traditions.
The cast consists of Jennifer Lopez and Michael B. Jordan and their families, as well as ambassadors such as Kiko Mizuhara, Jeremy Lin and Yang Zi. Other members of the Coach Family featured in additional content include Camila Morrone, Megan Thee Stallion, Quincy, Yuna and Ramla Ali.
Jordan is depicted celebrating Kwanzaa with his parents Michael B. Jordan Sr. and Donna Jordan, brother Khalid Jordan and sister Jamila Jordan-Theus. A video shows the family setting up the lights outside to spread holiday cheer. “Hanging out and giving back, honestly that’s at the top of my list,” said Jordan.
Lopez is seen on Coach’s Instagram with her mother Guadelupe Lopez, and her children Emme and Max Muñiz. “I find holiday in the smiles on my kids’ faces,” said Lopez. “Number one on my to-do list is to count my blessings.” She is photographed wearing the Beat Shoulder Bag and the Holiday Cityscape Intarsia Sweater.
Lopez’s involvement in the holiday campaign follows her first collaboration with the fashion brand for the Coach X Jennifer Lopez Hutton Bag which launched earlier this month. The bag was designed with Creative Director Stuart Vevers and inspired by Coach and Lopez’s shared values of authenticity and inclusivity. It combines Coach as a modern-day icon with Lopez’s unique approach to style.
The holiday campaign spotlights the Beat Shoulder Bag, inspired by the downtown attitude of New York. The purse has three compartments for organization and a secure snap closure. The crossbody strap allows for hands-free wear, while the interchangeable chain strap lets you carry the bag. Crafted with soft leather, the Beat Shoulder Bag is available in a variety of colors and patterns, with distinct embellishments accenting some of the versions.
Also presented is the new Hitch backpack and belt bag for men. Each comes in three different color variations. The backpack is available in solid black and patterned black/gray, brown/black and brown/tan displaying Coach logos, while the belt bag is sold in solid amber and patterned brown and brown/tan with logos. Made of leather and canvas, the backpack is spacious and has multiple pockets for accessories. The bag is durable and lightweight, making it multifunctional and perfect for anything from work to travel. The leather belt bag was created with a hands-free design, and the zip closures and exterior pocket make essential items easily accessible. The bag can effortlessly be dressed up or down.
A social series will feature the archive-inspired Swinger Bag, which was first introduced in the ‘80s and has been reimagined for today. The short-strap shoulder bag is available in both nylon and leather. The bag is sold in a number of solid colors and a patterned version containing Coach’s signature jacquard. It is secured with a zipper, along with the iconic turn-lock closure. The Swinger Bag also has a detachable strap for those who want to style it as a crossbody.
Coach worked with a global family of creatives to bring this campaign to life. This team included photographers and directors Ryan McGinley, Renell Medrano, Hao Zeng, Brad Ogbonna, Takako Noel, Gen Yoshida, Fan Xin, DJ Furth, Zhangmeng, Jian LV and Christelle de Castro.
Coach is a leading design house of modern luxury accessories and lifestyle collections, with a long-standing reputation built on quality craftsmanship. The brand approaches design with a modern vision, reimagining luxury for today with an authenticity and innovation that is uniquely Coach. All over the world, the Coach name is synonymous with effortless New York style.