Jennifer Lopez for Coach 2020

Spontaneous, real, playful and optimistic - that is the spirit of the house Coach and New York City, where the brand was launched in 1941. It celebrates authenticity, individuality and those who forge their own unique way in life. Like the inspiring story of Jennifer Lopez -a courageously independent individual who have paved new paths while staying true to herself. The new Coach campaign advocates for doing things your own way and expressing yourself through purpose and style. 

To bring the campaign to life,  Coach Creative Director Stuart Vevers worked with photographer Juergen Teller, whose partnership with Coach began in the fall of 2019 and has continued through its holiday and spring campaigns. Shot in iconic locations around the city, including the Edge at Hudson Yards and the High Line, where Coach held its show for the Spring collection, the images also feature the sculpture “Brick House” by the artist Simone Leigh. The public artwork, a 16-foot tall bronze bust of a Black woman which references numerous architectural styles, is a symbol of inclusion, optimism and strength that sits beneath the house’s headquarters, and was featured in its recent show. 

“At the start of a new decade, I felt instinctively that it was right to celebrate the colour, energy and optimism of New York, our hometown and inspiration as a house,” said Stuart Vevers. “I loved working with Juergen to bring my vision for Spring to life.’’

“I have a unique history with Coach that dates back to ‘All I Have,’” said Lopez. “It is a brand that embodies the essence of being born and bred in New York and I, of course, deeply relate to that. In all it creates, Coach promotes individuality and optimism in its style as well as a sense of authenticity and inclusion. Like me, we’re both New York originals, who create a unique mix of high-fashion with street edge. With Stuart’s designs and Juergen’s photography, we captured special and unique visual moments for this campaign with the iconic New York City skyline as the perfectly tailored backdrop.”