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By Matheus Hooks

NEW YORK, NY - Coach has released today "Courage to Be Real" with a short film starring the brand's new global ambassador, Lil Nas X, featuring his latest single, "STAR WALKIN" - directed by Petra Collins.

An appeal 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 as well.

Collins' film and photography for the Courage to Be Real campaign tells the story of Lil Nas X's courageous evolution into the person he is today and the obstacles he has overcome along the way. Set in a dreamlike world informed by Collins' shared vision and American pop culture of Coach, 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 early days in the suburbs of Atlanta, to achieving fame through music, to becoming the multi-hyphenate superstar he is today. In each room, Lil Nas X moves through doors that represent the struggles he has faced in life -- from fear, doubt, to the judgment of others -- and finally takes the stage, inspiring the world to transcend their limits and express who they truly are.

What is your vision for the collection?

"My vision for Coach has always been to create a fashion world where people feel free to express themselves as they are," said Coach's 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 have 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 for us, but also helps to create a community around the values we share with the next generation."

How do you, as a singer who breaks standards in the industry, fit into this collection?

"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 that I really care about. It was a lot of fun collaborating with Stuart and Petra to bring this to life."

The campaign marks Lil Nas X's first collaboration with Coach as their newest global ambassador, where he will bring Courage to Be Real to life through future campaigns. As an artist who has broken barriers and bravely paved the way 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 the "Original American House of Leather" with his invention of Glovetanned Leather, to its first head designer Bonnie Cashin, who revolutionized the leather goods industry in the 1960s and 1970s with her colorful and practical bags, to Stuart Vevers today, who has transformed Coach with his vision of reimagined heritage for 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 Chief Marketing Officer and President of Coach North America. "The campaign we are unveiling today is the first chapter of our Courage to Be Real mission and embodies the values that Coach has stood for generations. Created with Lil Nas X, an artist who has fearlessly opened new paths for others, the film tells the story of the challenges many of us face on our journeys of self-discovery and how self-belief and the willingness to take risks can inspire others to do the same."

Courage to Be Real will continue to come to life through future campaigns and narrative 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, revealed last month.

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

Watch the film by clicking here



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

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


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