Coach appoints Mother to creative account and unveils NYC style-inspired campaign

Coach has released its first work since appointing Mother to handle its creative account in 2024.

“On your own time” launches Coach’s Spring 2025 collection, which is inspired by “the vitality and fluid nature of New York City style."

The work is part of the luxury fashion house’s “The courage to be real” brand platform, which aims to inspire young people to express their true selves.

The latest campaign features actors Elle Fanning and Nazha, model and songwriter Koki, and rapper Youngji Lee, all of whom are global ambassadors for Coach.

“On your own time” launches with two 50-second films featuring Fanning and Nazha. Both are shot in fast-paced city environments with the pair's phones buzzing, bombarding them with notifications.

Feeling overwhelmed at the chaos, they decide to put their devices away in their Coach Tabby bags, and then the world slows down. The stars then discover they can control their pace of life, with the flow of time speeding up and slowing down around them. Fanning and Nazha also playfully change the speed of passers-by and embrace the pace they want to move at.

The spots were directed by Henry Scholfield through Academy.

Joon Silverstein, chief marketing officer at Coach said: “‘On your own time’ delivers a powerful message about finding the courage to live at your own pace. In our discussions with Gen Z consumers all across the world, we’ve heard an almost constant refrain around the fear of ‘falling behind’ in a world that glorifies, even fetishes, relentless progress—and that this pressure to achieve at an ever-faster pace held consumers back from fully exploring their possibilities. 

“This campaign is meant to inspire our audiences to reclaim agency over the pace of life, and in doing so, feel more empowered and confident to express all of who they are.”

The films are supported by a series of moving images and still portraits captured by photographer Elaine Constantine, featuring all four global ambassadors.

Stuart Vevers, creative director at Coach, added: “I love the freedom and spontaneity of the photography, the sense of a personal, stolen moment within a busy urban crowd. Elaine has a special talent for capturing these honest, unstudied and expressive images that I think feel very Coach.”