Lee Young-ji stars in Coach's "Wear Your Shine" campaign

The 71-year-old American brand recently celebrated Stuart Vevers's 10th year as creative director. It was a special moment for the British designer who showed his Spring/Summer 2024 collection at an iconic New York landmark — the historic New York Public Library. In attendance were his children, husband and Vever's father (who attended a fashion show for the first time).

After the show, Coach hosted an intimate dinner in a beautiful setting of the 101-year-old library and Vevers delivered a heartfelt speech to guests which included Coach ambassadors Jennifer Lopez, Lil' Nas, Dove Cameron and Lee Young-ji amongst others.

Both Dove Cameron and Lee Young-Ji, are the newest addition to the Coach family and they star in the brand's latest campaign "Wear Your Shine" — the next chapter of Coach’s storytelling grounded in the brand's mission focused on inspiring audiences to express themselves authentically.

Young-Ji's role speaks true to the campaign message of positioning fashion as a tool not only for personal expression, but for personal empowerment, too. The 21-year-old, who will be making a stop in Singapore for her very first world tour on 20 October, rose to popularity for her contributions to the South Korean hip-hop scene (she was also the youngest and first woman to win in the South Korean survival hip-hop TV show, High School Rapper) unapologetically rapping from her personal experiences to social commentaries.

Says Vevers of the "Wear Your Shine" collection: “... it is inspired by the attitude of today’s generation and our belief that our heritage can be the foundation for courageous self-expression. Starting with the codes that define our house, we played with youthful proportions, color and novelty to create pieces that inspire a sense of possibility. "Wear Your Shine" brings to life the spirit of the collection, as well as our belief that fashion can be a space for people to express themselves.”

The Coach Shine collection introduces the Tabby bag and new Penn silhouette in metallic and patent leathers, “The Coach Shapes” bags in playfully expressive silhouettes and colours, as well as shearling ready-to-wear and footwear in metallics.

“The campaign’s message was based on an insight we observed about our Generation Z consumers —that, often, it’s an inner voice that keeps them from expressing themselves fully,” said Coach Global Chief Marketing Officer and North America President Sandeep Seth. “It represents the continuation of our journey to not only connect emotionally with our consumers through stories that resonate deeply with them, but to make our brand a platform for their self-expression and the values they care about.

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Shop the Coach Shine collection here.