REIMAGINING nostalgia for the next generation, Coach uses global talent to bring fresh perspective to its Fall 2025 vision.
It new campaign, aptly titled Revive Your Courage, fronted by returning ambassador Elle Fanning and joined by new faces SOYEON and Lilas, invites viewers to reconnect with the boldness of childhood as a way to embrace change and new experiences without hesitation.
Elle Fanning for Coach AW25
Directed by Jovan Todorović, the main campaign film follows a woman questioning the structured life she’s created. She is soon replaced by a younger version of herself, who leads her into a playful chase. It ends with the discovery of a ticket tucked inside her Tabby bag, marked “Something New.” The short film positions the Tabby not just as a product, but as a symbol of rediscovery and personal reset.
Lilas for Coach AW25
SOYEON for Coach AW25
Two additional films spotlight SOYEON and Lilas, directed by Teitur Ardal. In her segment, SOYEON takes on multiple roles as a director, stylist, and model highlighting the fluidity of creative identity. Lilas explores contrast and duality through her styling choices. In both, the Tabby bag becomes a tool for self-expression. Their inclusion reflects Coach’s growing investment in Asian markets and the wider global influence of K-pop and J-pop culture.
The campaign also features a series of stills shot by Elaine Constantine. Captured outdoors, the photographs present each ambassador in motion and in character, styled in key looks from the Fall 2025 collection. The focus is on personality over polish, aligning with the campaign’s message of authenticity and reinvention.
Coach Tabby Bag
This season’s collection highlights Coach’s signature leathercraft while introducing new treatments and materials. Classic textures like pebble leather and suede are joined by high-shine Spazzolato and reverse-burnished finishes, which offer a worn-in look.
The Tabby bag remains central to the range, reinterpreted in new finishes and proportions. Supporting styles from the New York family of bags—including the Brooklyn, Empire and Bleecker—add range and structure to the collection.
Revive Your Courage sends a message of self-trust and forward movement, grounded in nostalgia, but focused firmly on what’s next.
By Ellis Dowle