Blending fashion and freedom in a campaign that is empowering you to embrace life at your own pace

Coach launched its "On Your Own Time" campaign in Indonesia on February 26, 2025, featuring global ambassadors Elle Fanning, Nazha, Kōki, and Lee Youngji. This campaign introduces the Spring 2025 collection with a bold message: embrace your own pace in life rather than conforming to societal expectations of constant progress. As a continuation of Coach’s "The Courage to Be Real" initiative, this campaign encourages young generations to express themselves with confidence.

A Cinematic Exploration of Freedom

At the heart of the campaign are two short films starring Elle Fanning and Nazha, each portraying a journey of self-liberation. Directed by Henry Scholfield, the films follow protagonists who initially feel overwhelmed by the relentless demands of urban life. Their phones flood with notifications—news alerts, social media updates, and packed schedules—heightening their stress. In a defining moment, they choose to reclaim their freedom by slipping their phones into Coach’s Tabby bag.

This symbolic act shifts their perspective, giving them control over time itself. Through striking visual metaphors, the films illustrate how they slow down or accelerate the world around them, signifying their release from external pressures. The message is clear: they are in charge of their own journey, and the Tabby bag stands as a trusted companion in their newfound independence.

Empowering a Generation to Take Control

Coach’s Chief Marketing Officer, Joon Silverstein, underscores the campaign’s purpose: to inspire young people to move at their own rhythm. Discussions with Gen Z consumers worldwide reveal a shared pressure to meet ever-evolving success standards. "On Your Own Time" aims to help them reclaim their agency, fostering confidence in self-expression.

Spring 2025 Collection: Where Urban Meets Classic

The campaign also introduces the Spring 2025 collection by Stuart Vevers, drawing inspiration from New York’s vibrant and free-spirited energy. The lineup includes standout bags like the new Chain Tabby, Brooklyn, Empire, and Teri, alongside the Soho Sneaker, a nod to 90s cross-training styles. Completing the collection are timeless staples such as trench coats, leather blazers, and patchwork denim, all embodying Coach’s signature expressive luxury.

"On Your Own Time" is more than just a campaign—it’s a statement. As part of Coach’s commitment to Expressive Luxury, it follows in the footsteps of "Unlock Your Courage" and "Find Your Courage," continuing to inspire a generation to live boldly and authentically.

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