Coach Slows Down Time in Most Recent Campaign

Coach has tapped some of its longtime global ambassadors as faces of its new spring campaign.

“On Your Own Time” features Elle Fanning, Nazha, Kōki, and Youngji Lee in a series of images and videos centering around setting the pace of your own life rather than struggling to keep up with societal expectations. The new work is part of the company’s “The Courage to Be Real” campaign.

The campaign features two films, one starring Fanning and the other Nazha, that shows them feeling overwhelmed by notifications on their phones and the pace of life around them. Instead of responding to each alert, they opt to take their phones and tuck them away inside their Tabby bags and snap the clasp closed.

The films were directed by Henry Scholfield while the moving images and still portraits were photographed by Elaine Constantine.

“‘On Your Own Time’ delivers a powerful message about finding the courage to live at your own pace,” said Joon Silverstein, Coach’s chief marketing officer. “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 fetishizes, 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.”

The campaign showcases the company’s spring ’25 collection including trenchcoats, leather blazers and patchwork along with evergreen products such as the Chain Tabby, the Brooklyn, Empire and Teri bags as well as the Soho sneaker, a ’90s-inspired cross-trainer with a map of New York City on the sole.

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

The campaign launches on Thursday.