Coach wants you to set your own pace of life in new 'On your own time' positioning

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Fashion house Coach has launched a new campaign, "On your own time", starring global ambassador and American actress Elle Fanning, alongside international stars Nazha, Kōki and Youngji Lee.

In collaboration with advertising agency Mother, the campaign introduces Coach's Spring 2025 collection with a message about having the courage to set the pace of your own life, instead of racing to keep up with societal expectations of continuous progress. "On your own time" is the latest exploration of "The courage to be real," Coach's purpose-grounded platform inspiring young people to express themselves with confidence.

The campaign features two films, starring Elle Fanning and Nazha respectively, that illustrate the idea of living "On your own time" through narratives that see the ambassadors evolve from being overwhelmed by social pressure to feeling confident and empowered.

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In the films, directed by British music video and commercial director Henry Scholfield, Fanning and Nazha move through fast-paced city environments when their phones begin buzzing with a barrage of notifications: news alerts, social updates, and calendar invites that all demand they constantly "keep up".

At first overwhelmed, they steel themselves and make the decision to put their phones away inside their Coach 'Tabby' bags. Once they've made the decision and clasped their bags closed, their mindset begins to shift as they realise they can control the pace of their life.

This new perspective is illustrated with a visual metaphor where they can now "control the flow of time around them", Coach said in a statement. The ambassadors begin to move through the city and playfully change the speed of passersby, speeding them up and slowing them down.

"They've undergone a transformation, from feeling powerless in the face of mounting expectations to feeling empowered to make their own decisions, and their 'Tabby' bags have been their companions all along the way," Coach added.

In addition, the four ambassadors also appear in a series of moving images and still portraits captured by photographer Elaine Constantine. With these images, Constantine aimed to capture the same feeling of temporal flux, with the subjects appearing at ease in the midst of a bustling city setting.

Stuart Vevers, creative director at Coach said, "I love the freedom and spontaneity of the photography, the sense of a personal, stolen moment within a busy urban crowd. Elaine has a special talent for capturing these honest, unstudied and expressive images that I think feel very Coach."

Joon Silverstein, chief marketing officer at Coach said, "'On your own time' delivers a powerful message about finding the courage to live at your own pace. In our discussions with Gen Z consumers all across the world, we've heard an almost constant refrain around the fear of 'falling behind' in a world that glorifies, even fetishises, relentless progress, and that this pressure to achieve at an ever-faster pace held consumers back from fully exploring their possibilities."

"This campaign is meant to inspire our audiences to reclaim agency over the pace of life, and in doing so, feel more empowered and confident to express all of who they are," she added.

MARKETING-INTERACTIVE has reached out to Coach for more information.

This isn't the first time Coach has tapped big names to showcase their brand. Back in 2022, Coach encouraged courageous self-expression with its short film titled "Courage to be real" starring global ambassador, Lil Nas X.

The film featured his single STAR WALKIN and showcased Coach's mission and message about embracing all aspects of who you are with confidence. The brand also sought 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, 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.

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