Coach has unveiled its Spring 2025 collection with the launch of the “On Your Own Time” campaign, featuring global ambassadors Elle Fanning, Nazha, Kōki, and Youngji Lee. The campaign is centered on the empowering message of living life on your own terms, encouraging individuals to set their own pace instead of succumbing to societal pressures of constant progress.
Creative Director Stuart Vevers emphasized the campaign’s authenticity, highlighting the freedom and spontaneity captured in the photography. The campaign includes two films directed by Henry Scholfield, starring Elle Fanning and Nazha, that depict the transformation of their characters from feeling overwhelmed by social pressure to reclaiming control of their time and mindset.
In these films, both actresses navigate fast-paced city environments, bombarded by constant notifications. The turning point occurs when they decide to place their phones inside Coach’s Tabby bags, symbolizing their shift in perspective. This decision allows them to gain control over the flow of time, both literally and metaphorically, as they begin to alter the speed of those around them.
The “On Your Own Time” campaign also includes still portraits and moving images shot by photographer Elaine Constantine, further capturing the theme of living life at one’s own pace in a busy urban backdrop.
Coach’s Spring 2025 collection features the Tabby, Brooklyn, Empire, and Teri bags, alongside the new Soho Sneaker, reflecting the dynamic nature of New York City style. The collection also includes trench coats, leather blazers, and tailored pieces.
This campaign builds on Coach’s previous “Unlock Your Courage” and “Find Your Courage” campaigns, reinforcing the brand’s commitment to empowering self-expression and personal agency, especially among Gen Z consumers.
