Coach, Inc., a leading marketer of modern, classic American apparel, shoes and accessories, today announced the launch of its spring 2014 global advertising campaign.
Launching today, the advertising campaign heralds the continued evolution of Coach into a global lifestyle brand and brings a new sense of attitude to the fashion company. Spring ready-to-wear, handbags, shoes and accessories are showcased in a heroic way against the backdrop of Manhattan’s urban landscape—a nod to the brand’s New York roots that provides a stark contrast between the glamorous wares and city street-scape. An expanded cast of globally recognized models is a key component of the spring campaign with new faces offering a fresh take on the modern Coach man and woman.
Once again, Coach tapped supermodel Liu Wen to lead the campaign. Also featured for the second season are fashion icons Karlie Kloss and Will Chalker in addition to recognizable newcomer Freja Beja Erichson. Innately cool, Erichson brings a fresh look and edgy energy to the brand’s sophisticated aesthetic, appealing to youthful and more global consumer bases. In their second installment for Coach, Wen, Kloss and Chalker have come to naturally portray the effortless sense of style for which Coach is known, bringing its elegant, timeless persona to life through beautiful imagery.
Photographed by world-renowned fashion photographer Craig McDean and styled by famed stylist Karl Templer, the new campaign drills deeper into the personality of the brand, conveying its sophistication and polish with bolder, more spirited looks.
Campaign components include digital, print, in-store, out-of-home and events. The campaign was developed and creatively directed by integrated branding agency Laird + Partners. This is the third season that Coach has worked with Laird + Partners.
Cast Profiles:
Liu Wen
Originally from Beijing, Wen lives in New York City part-time, where she enjoys Coney Island and finding great places in the city to escape. The 25-year-old model was first exposed to New York City through the movie King Kong, and she has been drawn to the allure of the Big Apple ever since.
Karlie Kloss
From St. Louis, but calls New York City home, this 21-year-old originally studied ballet before embarking on a career in modeling. Kloss lives in the West Village with her dog Joe, who is also featured in the campaign.
Freja Beha Erichson
A native of Denmark, the 26-year-old now resides in New York City
Will Chalker
This 33-year-old model lives in London, but can’t stay away from New York City and its awe-inspiring skyline. The former construction worker loves visiting Cooper Classic Cars on Perry Street, and enjoys that there is always something new to discover on every corner of New York City.