‍Coach’s new campaign, “Find Your Courage," arrives today in the form of a unique virtual universe. The campaign features imma, a virtual human, model and digital creator who goes on a mission to discover her courage while meeting Coach friends and ambassadors Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan in their own respective universes. The first chapter follows a story with Lil Nas X, who encourages her to live life by her own rules.

The campaign serves to introduce the Spring collection by telling a story of how to find courage and confidence, discovering the meaning of what it means to be authentic through ones own individual expression.

“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,” said Creative Director Stuart Vevers. “‘Find Your Courage’ expresses the feeling I wanted for the collection, where our heritage is the foundation for exciting new possibilities for self-expression.” 

Inspired by AI, the campaign highlights the importance of discovering new creative frontiers among the quilted explorations and interpretation of Coach’s classic American design identity. The Spring 2024 collection is a vision of youthful pursuits that capture this generation’s affection toward writing your own rules, authenticity and creative expression. The Coach Spring collection is available now online.