Coach Introduces, “On Your Own Time”
Coach launches “On Your Own Time,” a campaign starring global ambassadors Elle Fanning, Nazha, Kōki, and Youngji Lee. The campaign introduces Coach’s Spring 2025 collection with a powerful message about having the courage to set the pace of your own life instead of racing to keep up with societal expectations of continuous progress. “On Your Own Time” is the latest exploration of “The Courage to Be Real,” Coach’s purpose-grounded platform inspiring young people to express their many selves with confidence.
“I love the freedom and spontaneity of the photography, the sense of a personal, stolen moment within a busy urban crowd. Elaine has a special talent for capturing these honest, unstudied, and expressive images that I think feel very Coach,” said Creative Director Stuart Vevers.
The campaign features two films, one starring Elle Fanning and one starring Nazha, that illustrate the idea of living “On Your Own Time” through narratives that see our lead characters evolve from being overwhelmed by social pressure to feeling confident and empowered. In the films, directed by Henry Scholfield, they move through fast-paced city environments when their phones begin buzzing with a barrage of notifications: news alerts, social updates, and calendar invites that all demand they constantly keep up. At first overwhelmed, they steel themselves and make the decision to put their phones away inside their Coach Tabby bags.
Once they’ve made the decision and clasped their bags closed, their mindset begins to shift as they realize they can control the pace of their life. This new perspective is illustrated with a visual metaphor: they can now control the flow of time around them. They begin to move through the city and playfully change the speed of passersby, speeding them up and slowing them down. They’ve undergone a transformation, from feeling powerless in the face of mounting expectations to feeling empowered to make their own decisions—and their Tabby bags have been their companions all along the way.
“‘On Your Own Time’ delivers a powerful message about finding the courage to live at your own pace,” said Coach Chief Marketing Officer Joon Silverstein. “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.”
Elle Fanning, Nazha, Kōki, and Youngji Lee also appear in a series of moving images and still portraits captured by photographer Elaine Constantine. With these images, Constantine captures the same feeling of temporal flux, with the subjects appearing at ease in the midst of a bustling city setting.
“On Your Own Time” features pieces Vevers designed for Coach’s Spring 2025 collection, which was inspired by the vitality and fluid nature of New York City style, as well as a selection of evergreen favorites from the house. These include the new Chain Tabby, the Brooklyn, Empire, and Teri bags, as well as Coach’s new Soho Sneaker, inspired by the cross-training styles of the early ‘90s. Handbags and footwear are complemented by trench coats, leather blazers, patchwork denim, and more tailored pieces from the Spring 2025 collection.
“On Your Own Time” follows Coach’s “Unlock Your Courage” and “Find Your Courage” campaigns grounded in Expressive Luxury, Coach’s vision of a new kind of luxury-focused on self-expression as defined by today’s generation.
Watch the campaign here.
Shop the Spring 2025 collection here.
FILM & PHOTOGRAPHY CREDITS:
Director: Henry Scholfield
Photographer: Elaine Constantine
Production Design: Brett Hess (Los Angeles) and Pongsan Thawatwichian (Bangkok)
Stylist: Jodie Barnes
Choreography: Sean Bankhead (Los Angeles) and Thatcha Kodolprapha (Bangkok)
Hair: Jenda Alcorn (Elle), Xia Youyan (Nazha), Mikako Kikuchi (Kōki,), Eunha (Youngji)
Makeup: Erin Ayanian (Elle), Qiao Qi (Nazha), Mikako Kikuchi (Kōki,), Juyeon (Youngji)
Nails: Kimmie Kyees (Elle), Mikaki Kukuchi (Kōki,), MIMI (Youngji)
Stylist: Samantha McMillen (Elle), Jin Helong (Nazha), Ryoko Kishimoto (Kōki,), Yemin Lee (Youngji)
Music: “Jimmy Renda-Se" performed by Tom Ze
Music Supervisor: Mr. Pape
Film Production: Academy Films
Creative Agency: Mother London
Creative Strategy: Mandai Loop
Talent: House With A Pool
ABOUT COACH
Coach is a global fashion house founded in New York in 1941. Inspired by the vision of Creative Director Stuart Vevers and the inclusive and courageous spirit of its hometown, the brand makes beautiful things, crafted to last—for you to be yourself in. Coach is a Tapestry, Inc. brand. Tapestry is publicly listed on the New York Stock Exchange under the ticker TPR.
About SSI Group, Inc.:
The SSI Group is the Philippines’ largest specialty retailer, with an established brand portfolio that includes some of the world’s most recognized international brands. We lead the country’s specialty retail market through the size and breadth of our brand portfolio and store network, with 94 brands and 593 stores. With our growing e-commerce presence, we are also the Philippine specialty retailer with the most diverse and extensive e-commerce offering. Our unique brand portfolio covers a wide range of specialty and lifestyle concepts, spanning the luxury, casual, and fast fashion, beauty, footwear, home, and restaurant categories. Established in the 1980s, SSI has been at the forefront of the Philippine retail industry for more than 30 years. Throughout this time, we have sought to inspire and enhance the lifestyle values of our customers and to cater to the evolving tastes and aspirations of Filipino consumers. In response to the evolution of the retail industry, the company introduced "The Specialist," an At Home concierge service dedicated to serving its valued customers with their shopping needs. Customers may get in touch with SSI’s Customer Service team through any of the following channels to inquire about a particular brand or product:
SSI GROUP CUSTOMER SERVICE TEAM
Email: customerservice@ssigroup.com.ph
Telephone Number: 8-830-5000
Mobile Number: (0917) 552 9359
Facebook: facebook.com/SSILifePH
Instagram: @ssilifeph
Viber Community: bit.ly/SSILifePH
#TheSpecialistBySSI