New York-based fashion brand Coach has unveiled its latest campaign, featuring American rapper and singer Lil Nas X as its newest global ambassador. Titled ‘Courage to Be Real,’ the campaign consists of a short film directed by Petra Collins, showcasing Lil Nas X’s latest single, ‘Star Walkin’. The film aims to empower individuals to embrace their true selves and confidently express who they are, while also inspiring others to do the same.
Collaborating with Lil Nas X and Petra Collins, Coach seeks to tell the growth story of the artist within a dream-like world influenced by American pop culture. The narrative unfolds as Lil Nas X moves through different rooms that symbolize significant moments in his personal journey. These rooms represent the challenges he has faced, ultimately leading to his success as a musician and shaping the person he is today.
Stuart Vevers, Coach’s creative director, has long envisioned creating a fashion world that allows people to freely express themselves as they are. The collaboration between Lil Nas X and Petra Collins is a realization of this vision, with a unique form of storytelling that resonates with the younger generation.
This collaboration between Coach and Lil Nas X marks the artist’s first partnership as the brand’s global ambassador. Known for his fearless approach to blurring gender boundaries and challenging societal norms, Lil Nas X continues to make waves in the entertainment industry. He recently made headlines as the first male ambassador for Yves Saint Laurent Beauty.
Lil Nas X himself is thrilled about the campaign, stating that it reflects his journey of breaking down barriers throughout his career. The campaign captures the artist’s path of self-discovery, growth, and self-expression, encouraging individuals to fearlessly embrace new chapters in their lives.
The ‘Courage to Be Real’ campaign marks the beginning of a long-term collaboration between Coach and Lil Nas X. The brand’s future campaigns and storytelling will continue to explore the theme of courageous self-expression. It also introduces Coach’s evolved positioning of ‘Expressive Luxury,’ focusing on self-expression, inclusivity, and emotional connection.
In a world that often pressures individuals to conform, Coach’s ‘Courage to Be Real’ campaign sends a powerful message, inspiring people to celebrate their uniqueness and embrace all aspects of their identity. By teaming up with Lil Nas X and Petra Collins, Coach aims to foster a community that values self-expression and welcomes individuals from diverse backgrounds. The campaign sets the stage for a new era of bold and inclusive fashion, celebrating authenticity.
Link 1: Coach ‘Courage to Be Real’ Campaign
Link 2: Yves Saint Laurent Beauty x Lil Nas X Collaboration
