Coach’s new campaign, “On Your Own Time”, features global brand ambassadors including American actress Elle Fanning, Chinese actress Gulnazar, Japanese star Kōki Kimura, and South Korean singer Lee Yeong-ji. The campaign aims to convey a message of confidently taking control of one’s own pace in life, encouraging the younger generation to embrace and express their authentic selves.
The campaign includes two videos, starring Elle Fanning and Gulnazar, which interpret the core concept of “On Your Own Time”. In the opening scenes, both protagonists navigate a fast-paced urban environment, bombarded by endless notifications, social media alerts, and reminders on their phones, urging them to keep up with the flow of life, overwhelmed by anxiety. However, when they decide to put their phones into their Coach Tabby bags, a shift in mindset occurs. They realize they can freely control their own pace of life, with the campaign subtly symbolizing this change. In addition to Elle Fanning and Gulnazar, Kōki Kimura and Lee Yeong-ji also feature in a series of dynamic videos and static images.
Joon Silverstein, Coach’s Marketing Director, shared, “In our conversations with global Generation Z consumers, we constantly hear their fear of ‘falling behind.’ Through this campaign, we hope to encourage them to regain control of their lives and confidently express their most authentic selves.” He added, “I love the free-spirited and spontaneous vibe of these images. Capturing precious, authentic moments in the bustling urban crowd truly reflects Coach’s brand spirit.”
The “On Your Own Time” campaign highlights Coach’s 2025 Spring collection, which draws inspiration from New York’s unique vitality and fluidity. The collection features new designs including the Chain Tabby, Brooklyn, Empire, and Teri bags, as well as the new Soho sneakers inspired by early ’90s multi-functional athletic footwear. Additionally, the collection includes trench coats, leather blazers, patched denim, and other polished fashion pieces, showcasing the metropolitan energy of Coach’s Spring collection.
