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COACH RELEASES MOVIE STARRING LIL NAS X TO PRESENT THE NEW PURPOSE OF THE BRAND COURAGE TO BE REAL


NEW YORK, NY, OCTOBER 4, 2022 -- Coach today released “Courage to Be Real” with a short film starring new global brand ambassador Lil Nas X, featuring his latest single, “STAR WALKIN” – directed by Petra Collins.

A call to encourage self-expression, Courage to Be Real is Coach's mission and message about embracing every aspect of who you are with confidence - and inspiring others to express themselves authentically too.

Collins' Courage to Be Real campaign film and photography tells the story of Lil Nas X's courageous evolution into the person he is today and the obstacles she overcame along the way. Set in a dream world informed by Collins' shared vision and Coach's American pop culture through the lens of the next generation, the film follows Lil Nas X through rooms that represent key moments in his personal journey - from his earliest days in in suburban Atlanta, to achieve fame through music, to become the multi-hyphenated superstar he is today. In each room, Lil Nas X moves through doors that represent the struggles he's faced in life -- from fear, to doubt, to the judgment of others -- and finally takes the stage, inspiring the world to transcend its boundaries and express itself. who they really are.


“My vision for Coach has always been to create a world of fashion where people feel free to express themselves as they are,” said Coach Creative Director Stuart Vevers. “To bring this vision to life, I was thrilled to bring Lil Nas X and Petra Collins together with Coach for the first time -- two artists who changed the world around them by being themselves. The film we created together is a new way of storytelling that not only feels unexpected and different to us, but also helps create a community around the values we share with the next generation.”

“My entire career has been about breaking down doors, and this campaign represents everything I've overcome so far,” said Lil Nas X. “It's about stepping into new chapters of life, new experiences, and new versions of myself, and it's rooted in authenticity and self-expression - two things I really care about. It was so much fun collaborating with Stuart and Petra to bring this to life.”

The campaign is Lil Nas X's first for Coach as his newest global ambassador, where he will bring Courage to Be Real to life through future campaigns. A barrier-breaking artist who bravely broke new ground for others, Lil Nas X joins a legacy of pioneers in the house's history - from founder Miles Cahn, who earned Coach the title of "Original American House of Leather" with his invention. from Glovetanned Leather, to its first chief designer Bonnie Cashin, who revolutionized the leather goods industry in the 1960s and 1970s with her colorful and practical bags, to Stuart Vevers today, which transformed Coach with its vision of reimagined heritage to the next generation.

“At Coach, we want to inspire people to have the confidence to express themselves and explore all that they are -- to have the courage to be real,” said Sandeep Seth, Global Marketing Director and Coach North America. “The campaign we are presenting today is the first chapter of our Courage To Be Real mission and the embodiment of the values that Coach has espoused for generations. Created with Lil Nas X, an artist who courageously broke new ground for others, the film tells the story of the challenges many of us face on our journeys of self-discovery and how belief in self and a willingness to take risks can inspire others. do the same”.

Courage to Be Real will continue to come to life through future campaigns and storytelling moments focused on the theme of courageous self-expression. It is also the first campaign presented as part of the house's expressive luxury positioning, defined by self-expression, inclusion and emotional connection, unveiled last month.

A director's cut of the film will also be released this week by Collins on his social channels.




Watch the movie by clicking here.

YOUTUBE LINK: Link


FILM & PHOTOGRAPHY CREDITS:

Director & Photographer: Petra Collins

Set Designer: Nicolas Des Jardins

Creative & Fashion Director to Lil Nas X: Hodo Musa

Stylist: Stella Greenspan

Movement Director: Anna Collins

Hair: Coree Moreno

Makeup: Grace Pae

Nails: Temeka Jackson

Music: STAR WALKIN' (League of Legends Worlds Anthem) by Lil Nas X

Creative Agency: Marcel Worldwide

Creative Strategy: Mandai Loop

SOCIAL MEDIA: @Coach; #CourageToBeReal #CoachNY

ABOUT COACH

Coach is a global fashion house founded in New York in 1941. Inspired by the vision of creative director Stuart Vevers and the inclusive and courageous spirit of his hometown, the brand makes beautiful things, built to last - for you to be yourself.

Coach is a Tapestry, Inc. brand. Tapestry is publicly listed on the New York Stock Exchange under the TPR ticker.



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