Coach is encouraging courageous self-expression with its latest short film titled "Courage to Be Real" starring its new global ambassador, Lil Nas X. The film features his latest single STAR WALKIN and showcases Coach's mission and message about embracing all aspects of who you are with confidence. The brand also seeks to inspire others to express themselves authentically.
Directed by Petra Collins, the film and photography tells the story of Lil Nas X's evolution to become the person he is today, and the obstacles he overcame along the journey. Set in a dream-like world informed by Collins' and Coach's shared vision of American pop culture, 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 Atlanta suburbs, 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, self-doubt, to judgment from others—and ultimately takes the stage, inspiring the world to transcend their limits and express who they really are. The American singer will work with Coach to bring the "Courage to Be Real" ethos to life through future campaigns as well.
Courage to Be Real will continue to be brought to life through future campaigns and storytelling moments focused on the theme of courageous self-expression. It is also the first campaign introduced as part of the house's evolved Expressive Luxury positioning defined by self-expression, inclusion, and emotional connection, unveiled last month.
Coach creative director Stuart Vevers said his vision for the brand has always been to create a fashion world where people feel free to express themselves as they are. "The film we created together is a new form of storytelling that not only feels unexpected and different for us, it helps to create a community around the values we share with the next generation," he said.
Lil Nas X joins a slew of other celebrities from Jennifer Lopez, Jeremy lin, Yang Zi, and Michael B. Jordan as Coach ambassadors.
Sandeep Seth, global CMO and North America president of Coach, said the brand wants to inspire people to have the confidence to express themselves and explore all of who they are—to have the courage to be real.
"The campaign we are introducing today is the first chapter of our Courage To Be Real mission, and the embodiment of the values Coach has championed for generations. Created with Lil Nas X, an artist who has courageously paved new paths for others, the film tells the story of the challenges many of us face in our journeys of self-discovery, and how belief in yourself and a willingness to take risks can inspire others to do the same," he added.
"My whole career has been about breaking down doors, and this campaign represents everything I've overcome so far,. It's about walking into new chapters of life, new experiences and new versions of myself, and it's rooted in authenticity and self-expression—two things I really care about. It was really fun collaborating with Vevers and Collins to bring this to life," Lil Nas X said.
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