While it may be snowy in some parts of the country, spring has certainly sprung in our hearts and in our minds—and the season of light and fun has sprung in Coach’s world, too.
The American luxury fashion house debuted its Spring/Summer 2022 collection in September, but now that the season of warmth and florals is nearly upon us, Coach re-energizes the campaign with a star-studded refresh, featuring all three of music’s Haim sisters; Danielle, Este and Alana; as well as Chinese models Ma Zhe and Xiao Wen Ju.
The multi-cultural celebs were captured by photographer Juergen Teller in the streets of New York City and Shanghai, respectively. Both cities are urban fashion meccas, and the new campaign is meant to reflect a spirit of optimism and our modern world’s international attitude.
“Spring celebrates the way our house codes can be a platform for personal style and self-expression,” Coach Creative Director Stuart Vevers is quoted in a press release. “Our next chapter celebrates Signature, an enduring house symbol reimagined in a language of individuality, ease and optimism that speaks to the attitude of today.”
Speaking of self-expression, this campaign asked each star to style themselves, working Coach Signature pieces into their everyday wardrobe. In this way, Coach can show off how its iconic logo fits into a look for everyone. In this collection, the Signature look is seen on denim ready-to-wear pieces, boots and bags, including the Rogue, the Tabby and the Field Tote.
“Our first Coach campaign was so much fun to be on set and work with the amazing Juergen Teller,” the Haim sisters said of their experience. “Such amazing energy, and the clothes were incredible!”
This refresh follows last months’ Spring campaign. “That’s My Ride” featured Jennifer Lopez, Megan Thee Stallion, Noah Beck and more in a vibrant and colorful series of videos and images that reimagined the house’s signature Horse and Carriage.
See more images from this new Spring 2022 campaign below, and visit coach.com to shop the looks and learn more.
Photography by: BTS images courtesy of Coach; Juergen Teller