In Pictures: Coach fronts latest campaign with virtual human

Coach adds a new ambassador to its roster, but this time they’re not human. The American brand’s latest campaign, titled "Find Your Courage", features virtual human Imma alongside Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan.

Set in a virtual universe, the campaign introduces the Coach Spring collection. The series is inspired by the way today’s younger generations are redefining what it means to be "real".

The first chapter, starring superstar Lil Nas X, follows Omma as she goes on a journey to find her courage, visiting each ambassador in their own unique virtual world. With each visit, imma learns each individual’s "superpower"—a lesson that will help her discover what makes her real in her own way.

Lil Nas X shows her the courage to change the game by writing your own rules instead of following someone else’s rulebook.

Directed by Valée Duhamel and photographed by Charlie Engman, “Find Your Courage” is inspired by A.I. and created using CGI. Showcasing the Coach Spring 2024 collection, the viewer is introduced to the new iterations of its signature Tabby bag as well as ready-to-wear essential, romantic sheer slip dressesand playful charms.

Creative Director, Stuart Vevers said: "Envisioning Spring, I was inspired to explore the archetypes of American style and the codes that define Coach’s legacy through the point-of-view of today’s generation.

"Find Your Courage’ expresses the feeling I wanted for the collection, where our heritage is the foundation for exciting new possibilities for self-expression."

Coach’s Global Chief Marketing Officer, Sandeep Seth, added: "Find Your Courage’ is meant to inspire our consumers to seek out all possibilities for who they can be, despite the tensions and expectations in life they might feel.

"For us, Imma is the perfect ambassador to tell this story because she is challenging the notion of what we consider ‘real’ today. Her journey in our campaign takes us into a new world that pushes the boundaries of self-expression and inspires us along the way."