Lil Nas X Stars In Coach’s Virtual Campaign
Coach is no stranger to fusing fashion and technology. Having previously collaborated with ZERO10 on AR try-ons, the American heritage brand is always looking to the future when pushing their storytelling to the next level. Well, for their ‘Find Your Courage’ campaign, they’re doing just that with an immersive journey into the virtual space with Lil Was X and a star-studded lineup of brand ambassadors.
Directed by Valée Duhamel and photographed by Charlie Engman, this AI-inspired campaign pushes the boundaries of creative expression. Imma, the virtual protagonist, takes centre stage in the first chapter alongside Lil Nas X, embarking on a quest to discover her courage. The campaign unfolds in a series of virtual worlds, each uniquely crafted for the ambassadors who guide Imma through lessons on self-discovery and empowerment.
The subsequent chapters, set to release in March, April, and May, feature ambassadors Wu Jinyan, Young Ji Lee, Camila Mendes, and Kōki. Wu Jinyan inspires Imma to take risks, teaching her to overcome uncertainty with a bold leap forward. Young Ji Lee encourages Imma to break the mold, subverting expectations with humour. Camila Mendes guides Imma towards self-love and continuous evolution, while Kōki introduces her to new possibilities in a luminous world that connects all prior chapters.
The campaign, created using CGI and inspired by A.I., aligns with Coach's vision of embracing new frontiers for creative expression. It showcases the youthful reinterpretations of Americana that defined Coach's S/S 24 collection, including quilted iterations of the cult favourite Tabby bag, heritage leather, denim, and sheer slip dresses. Playful charms reflect the attitudes of today's Gen-Z magpies.
''Find Your Courage’ expresses the feeling I wanted for the collection, where our heritage is the foundation for exciting new possibilities for self-expression,' explains creative director Stuart Vevers.
Coach plans to extend the campaign's reach by collaborating with gaming platforms, allowing users to dress their avatars in the Coach spring collection. Additionally, a new multi-sensory iteration of the Coach Tabby Shop, inspired by the Quilted Tabby shoulder bag, will enhance the immersive experience.
