Coach Introduces Signature Collection Campaign

With Campaign Starring HAIM, Xiao Wen Ju, and Ma Zhe; Photographed Juergen Teller

Coach introduces its Signature collection for Spring with a campaign featuring Danielle, Este and Alana Haim, Ma Zhe and Xiao Wen Ju, photographed by Juergen Teller. The next chapter of the house’s narrative for Spring, the campaign introduces a reimagination of the house’s Signature on a cast that reflects the optimism and attitude of now.

The Signature campaign captures the cast in the cultural hubs of New York and Shanghai, infusing the house’s iconic Signature pattern with their own personal style and original approach to Coach’s heritage. Signature is seen on denim ready-to-wear pieces and boots as well as Coach icons including the Rogue, Tabby and Field Tote.

“Spring celebrates the way our house codes can be a platform for personal style and self-expression,” said Vevers. “Our next chapter celebrates Signature, an enduring house symbol reimagined in a language of individuality, ease and optimism that speaks to the attitude of today.”

Part of the house’s Spring campaign, introduced last month with “That’s My Ride” and a colorful reimagination of the house’s Horse and Carriage, the Signature campaign continues the season’s message of remixing Coach icons to tell the story of a new generation.