Coach recently announced the launch of its women’s global advertising campaign for Spring 2019. Shot in a sunlit desert landscape outside of Los Angeles, it stars a new, all-female Coach gang—including Coach ambassadors Kiko Mizuhara and Guan Xiaotong and models Adut Akech, Sora Choi, Indira Scott, Fran Summers and Kiki Willems—girls who each embody the cool, confident spirit of the Coach Girl.

Set at a faded carnival scene and inspired by road trips out west, the campaign takes Coach out of the city and sees the women dressed in floral print dresses, salvaged heirlooms and carrying the season’s star bags—the Parker Top Handle and the Signature Patchwork Dreamer. In addition, the campaign features pieces created in collaboration with Disney which playfully reimagine the studio’s well-known characters. The images and new cast convey the distinctly inclusive and optimistic vision of the house and the collection’s theme of scavenged and reconstructed Americana.


To bring this campaign to life, Coach worked with photographer Craig McDean, stylist Jane How, art director Fabien Baron, makeup artist Diane Kendal and hair stylist Paul Hanlon.

“Spring 2019 is inspired by the American west,” said Coach Creative Director Stuart Vevers. “It’s about possibility, adventure and romance—and places where anything can happen.”

To bring this campaign to life, Coach also releases today a series of films introducing the Spring 2019 collection and spotlighting its key bags, ready-to-wear and footwear.

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