Thursday 25th July

| BY Helena Fletcher

New York’s Finest by Juergen Teller: Coach’s New Campaign Reveals a New Direction

Listen up – Coach has just released their new campaign and it’s pretty major. For AW19, creative director Stuart Vevers takes the house in a new direction with a playfully upfront campaign featuring a cast of “21st Century Dreamers”. The eclectic lot is shot by Juergen Teller and styled by Venetia Scott in head-to-toe Coach. Naturally. The star-studded cast includes actors Yara Shahidi, Michael B. Jordan, Jemima Kirke (with a random shaggy goat) and Miles Heizer, R’n’B singer Lolo Zouaï, and models Liu Wen and Ten Magazine AW18 cover star Kiko Mizhura. Spontaneously roaming across New York City, they hit all the quintessentially postcard-like locations including Central Park, Brooklyn Bridge, the Upper East Side, the Lower East Side and Manhattan Ferry.

“Juergen was my instinctive choice for Fall,” states Vevers. “He is able to create the warm, unpretentious and playful spirit I wanted. He is known for capturing the unique essence of his subjects, and is able to reveal the humanity and authentic personalities of our cast,” he continues. “His portrait of our home, New York City, is new and fresh in a way that speaks to my evolved vision for the house and the inclusive, unapologetic and free-spirited attitude that defines us.”

In addition to the campaign, Vevers commissioned Todd Tourso (the creative genius and director behind Beyoncé’s ‘Lemonade’ and ‘7/11′) to create a series of films to be released throughout the season. It all starts with the empowering first episode ‘Dream It Real’, where the cast explores a dream-like deserted New York, with a poetic voice-over by Shahidi and Jordan. Watch below and indulge in the spirit of Coach.

coach.com