In this MEGA exclusive, Coach puts Jennifer Lopez and her family front and center celebrating the true power of togetherness, especially in times of adversities.
2020 is a year to remember. More than all of the obstacles that we’ve faced, such as the pandemic that led to a global economic recession, we’ll never forget, because it showed us that no matter what life throws at us, our families will always be our solid foundation. They were, are, and will always be our sole reason why we must keep on fighting and brave through this great turmoil.
So, as we’re living in a time when our communities have never been more important, Coach focuses on the value and meaning of family. With the launch of its global campaign for the house’s Fall 2020 collection titled, “Coach Family,” they honor all stories of togetherness, relationships that endure, and the power of modern families—those we are born into and those we choose over time.
“At this moment, it feels important to re-examine our values,” Coach Creative Director Stuart Vevers says. “To me, fashion, at its best, has always been about community, creativity, and building lasting relationships.” Because for the creative, the family will forever and always be a source of inspiration as it is authentic and timeless.
The campaign is unveiled through a series of unfiltered stills and films inspired by classic home videos featuring modern “Coach Families” like Jennifer Lopez and her mother, Guadelupe Lopez, as well as her children Emme and Max Muñiz. Captured by Ryan McGinley, the Lopez clan is seen posing in a number of scenes—from their casually chic picnic overlooking a picturesque mountain to classic backyard activities. All of it just so impeccably translates the New York-based brand’s enduring spirit of optimism, inclusivity, and its mission to inspire audiences to be true to themselves.
In the campaign’s video, the superstar defines what a modern family is. “There’s not one single definition [of a modern family]. It’s not about perfection; it’s about acceptance where everyone can be their authentic selves around each other,” she explains.
“Coach has given me an opportunity to reflect on three generations of love and appreciate the blessings that I have,” Jennifer Lopez adds. “In a year like this year, where there is so much chaos, so much change and uncertainty happening all around us, the family is all about having a constant source of love and light for each other. I have never felt so close to my family or so dependent and needing them as I have during this time in my life.”
Soon, the superstar will be adding three more names to her tribe: Her fiancé, Alex Rodriguez, and his two daughters, Natasha and Ella Rodriguez. While the couple may have had to postpone their marriage due to the pandemic, we can safely assume that they’ll be where they need to be regardless of how the world plays out. Because their modern family’s love shall always prevail.
The campaign will also spotlight key bags and footwear from the house’s Fall 2020 collection, including the Tabby Shoulder Bag in Signature, the Rivington Belt Bag, and the CitySole Mid Top, the newest Coach CitySole sneaker.
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