EXCLUSIVE: Coach and Stuart Vevers draw up more sparkle with newest ‘Wear Your Shine’ campaign, featuring Dove Cameron, Lil Buck Youngji Lee and Yanfei Song.

Tis’ the season to bring some more oompf into your life. Coach has stepped into their new era of extending some shine by unveiling their newest campaign featuring a unique roster of creatives in the face of Dove Cameron, Lil Buck, Youngji Lee, and Yanfei Song. After celebrating his 10th anniversary as Creative Director, Stuart Vevers has now reimagined the expressive nature of the American brand by bringing metallic finishes, sparkle, and a dazzling upbeat to the newest collection titled “Wear Your Shine”.

Harnessing the message of stepping into your own courage, the campaign features the all-around Coach feeling of self-expression, bringing forward a global collective of individuals who are sharing their life stories not only for personal expression, but for our overall empowerement, creating a community stronger in numbers. In the end, Coach’s global superstar herself Jennifer Lopez, makes a cameo expressing the beauty of overcoming self-doubt, bringing full circle a career and creativity that has inspired many for decades.

As part of Vevers’ Autumn/Winter 23 show where he showcased a completely redefined understanding of heritage looking into the future, this time the iconic Tabby bag is getting a metallic makeover alongside the new Penn bag, also seen in metallic and patent leather as the brightest companion alongside.

Expressing his affinity to the story of “Wear Your Shine” and the AW23 show, Stuart Vevers expanded upon the idea of celebrating individuality. “Our story for Fall 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, colour 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.”

Staying true to their multi-sensory nature as a brand, Coach also aims to immerse us all into multidimensional worlds inspired by the “Wear Your Shine” campaign, and digital storytelling, including a content series where creators in the Coach community share how they get dressed to step out and shine.