Coach is going all out for holiday 2019 with a “Holiday for All” campaign featuring rising star Megan thee Stallion. While Megan has played the role of brand ambassador for fast fashion retailer Fashion Nova, the Coach campaign marks her first campaign for a global label.
At the same time, Coach’s selection of Megan marks the first time the brand has tapped a rapper to front a major campaign, reflecting an ongoing effort on the part of the brand to up its cool quotient and connect with a younger, more fashion forward customer base.
The willingness to embrace rap music represents a big culture shift for the New York-based brand, whose biggest North American association with music culture prior to Meg has been the squeaky clean Selena Gomez.
The campaign includes the introduction of a new, repeat logo collection highlighting the label’s heritage horse and carriage motif.
Lensed by Juergen Teller, Coach’s holiday effort also includes model models Kate Moss, Fernanda Ly, and actors Yara Shahidi, Camila Morrone and Miles Heizer and director Spike Lee.
Check out the campaign images below.
