Elle Fanning, SOYEON and Lilas are fearless in Coach’s AW25 campaign

Today (September 4), Coach has unveiled its AW25 campaign, Revive Your Courage, fronted by long-time ambassador Elle Fanning and newcomers SOYEON and Lilas (also known as ikura of YOASOBI). The campaign builds on Coach’s brand purpose, ‘The Courage to Be Real’, encouraging their audience to reconnect with their younger, braver selves.

A hero film directed by Jovan Todorović follows Fanning as she rediscovers childlike wonder, while shorter films by Teitur Ardal spotlight SOYEON and Lilas expressing different sides of themselves through Coach’s Tabby bag. The campaign imagery, shot by legendary British photographer Elaine Constantine, highlights the trio in natural landscapes, embodying freedom and self-expression.

The overall project showcases creative director Stuart Vevers’ AW25 collection, showcasing ready-to-wear staples from cropped leather jackets to upcycled denim. “The campaign explores the optimism and bold self-expression I admire about today’s generation,” says Vevers.

Coach’s ‘Revive Your Courage’ campaign follows from their ‘On Your Own Time’ and ‘Unlock Your Courage’ campaigns, which previously starred South Korean rapper Lee Youngji, Chinese actress Nazha and Japanese singer and songwriter Kōki.

The campaign drops ahead of the brand’s New York Fashion Week show next week on September 15.