Coach released its virtual “Find Your Courage” spring 2024 campaign on Thursday starring Lil Nas X, Camila Mendes, Youngji Lee, Kōki and Wu Jinyan, as well as Imma — a virtual human, model and digital creator.
Directed by Vallée Duhamel and photographed by Charlie Engman, Coach’s Find Your Courage campaign was inspired by AI and created using CGI. The campaign, set in a vibrant virtual universe, uses the new Coach collection to tell a story that follows Imma on her journey to find courage, visiting each ambassador along the way as they reside in their own unique virtual world.
Inspired by younger generations and their relationship with identity and the internet, the new imagery acts as an addition to the brand’s larger The Courage to Be Real campaign.
The project introduces pieces from the spring 2024 collection, inspired by creative director Stuart Vevers, which includes new quilted iterations of its Tabby shoulder bag, tailored apparel silhouettes and ready-to-wear essentials in heritage leather and denim, sheer slipdresses and playful charms.
Vevers described how he was inspired by the intricacies of visual self-expression and cultural style standards when creating the collection. “Envisioning spring, I was inspired to explore the archetypes of American style and the codes that define Coach’s legacy through the point-of-view of today’s generation,” he said in a statement. “Find Your Courage’ expresses the feeling I wanted for the collection, where our heritage is the foundation for exciting new possibilities for self-expression.”
Coach will bring its Find Your Courage campaign to life through new collaborations with gaming platforms where users can dress their avatars in the Coach spring collection. Additionally, users will be able to participate in a new multisensory iteration of the Coach Tabby Shop, inspired by this season’s Quilted Tabby shoulder bag.
The brand’s spring 2024 collection, including all pieces from the Find Your Courage campaign, is available on coach.com and select Coach stores.
