Coach unveils its fall 2024 campaign, “Unlock Your Courage.” New global ambassador Charles Melton joins Coach Family member Jayson Tatum in a fresh narrative about self-expression over perfection.
This season, the brand leans further into its ethos, examining “The Courage to Be Real,” a theme that resonates with today’s cultural pulse.
Coach Fall 2024 Campaign
Charles Melton and Jayson Tatum embody the values Coach admires—authenticity, a courageous spirit, talent, and unmistakable style. The campaign visuals, like the ambassadors themselves, break free from the traditional notions of perfection, spotlighting vulnerability in their expression.
“My approach to the ‘Unlock Your Courage’ campaign matched my design process for the fall collection,” says Stuart Vevers, Coach’s Creative Director. “We focused on the tension between something romantic and picturesque and something very real and spontaneous—a sense of the lived-in, but compelling aesthetic that typifies the spirit of New York.”
Elaine Constantine photographs the campaign, while Olivier Rizzo and Samantha McMillen style Tatum and Melton, respectively.
Vevers explains, “Elaine’s dynamic shots of our friends of the house all amplify that message of authenticity and the beauty that comes from embracing the imperfections of a well-lived life in well-loved fashion.”
Melton, who recently covered VMAN, takes the spotlight with the Hitch backpack and Charter crossbody bag—staples this season—while Tatum elevates the eyewear and watch selections, showing the season’s hero accessories.
Every image reflects the campaign’s core: embracing the imperfections of modern life and channeling them into personal style.