The holiday season, so often steeped in nostalgia and tradition, is being reimagined. In a masterful stroke of brand narrative, Coach has unveiled its Holiday 2025 campaign, and it’s a powerful departure from the expected. Titled “The Gift for New Adventures,” this is not a story about returning home, but about bravely setting out. Leading this charge are two of the most compelling faces in global culture: actress Elle Fanning and K-pop powerhouse Soyeon of (G)I-dle.
In a world saturated with festive clichés, Coach is making a bold statement. The brand is positioning itself not merely as a purveyor of luxury goods, but as an outfitter for life’s pivotal moments of change and self-discovery. This campaign is a meticulously crafted narrative that reframes the act of giving—and receiving—a gift as an endorsement of a new beginning, a new chapter, a new adventure. It’s a sophisticated message, and one that resonates deeply with the modern consumer’s desire for authenticity and purpose.
A Constellation of Global Talent
The choice of Elle Fanning and (G)I-dle’s Soyeon as headliners is a strategic masterclass in itself. Fanning, a returning face for the brand, brings a sense of established elegance and thoughtful artistry. Her presence provides a thread of continuity, linking this campaign to Coach’s ongoing brand evolution. Soyeon, on the other hand, represents the vibrant, unstoppable energy of the global music scene. As the leader and producer for (G)I-dle, she is the embodiment of creative autonomy and bold self-expression—values that sit at the very heart of Coach’s current identity.
But the brilliance of the casting extends far beyond its two leads. Coach has assembled a truly international and diverse ensemble to carry its message across the globe. The full roster includes:
- Elle Fanning
- Soyeon
- Charles Melton
- Kōki
- Griff
- Ravyn Lenae
This is not just a list of famous names; it's a curated selection of individuals who each reflect the campaign’s core ethos. Charles Melton, also a returning ambassador, brings a grounded charisma. Japanese model and actress Kōki, British singer-songwriter Griff, and American artist Ravyn Lenae each add their unique flavor, ensuring the campaign’s narrative of personal journeys feels universal yet deeply personal. By featuring talents from different continents and creative fields, Coach asserts that the courage to pursue a new experience is a shared, global aspiration.
The Narrative: More Than a Campaign, A Journey
At its core, “The Gift for New Adventures” is a collection of intimate stories. The campaign unfolds through a series of vignettes, each capturing a cast member in a moment of profound change. We see them travelling, seeking fresh inspiration, rediscovering a forgotten passion, or celebrating with the chosen family that supports their growth. These aren't just staged fashion moments; they are cinematic snapshots of renewal.
This narrative is a direct extension of Coach’s overarching brand platform, “Courage to Be Real.” Where the Fall 2024 “Unlock Your Courage” project laid the philosophical groundwork, this holiday campaign puts that courage into motion. It answers the question: what happens after you find the courage to be yourself? The answer, according to Coach, is that you embark on an adventure. The brand powerfully positions its products, particularly its iconic handbags, as the trusted companions for these defining journeys.
The campaign’s message is subtle yet undeniable: a Coach bag is not just an accessory. It’s the vessel that holds your plans, your tools, your inspiration. It’s the reliable piece you grab as you step out the door and into the unknown. This elevates the product from a simple commodity to a symbol of possibility and confidence, making it the perfect gift for someone—or for yourself—on the cusp of a new beginning.
The Arsenal of Adventure: Deconstructing the Collection
A campaign’s narrative is only as strong as the products that support it, and here, Coach delivers with an impeccably curated collection that feels both aspirational and deeply practical for the modern adventurer. The spotlight shines brightest on the brand’s signature handbags, which serve as the anchors of the campaign.
The undisputed star is the Tabby bag. Presented in both its classic, structured silhouette and a new, softer iteration, the Tabby’s versatility makes it the perfect emblem for the campaign. It’s polished enough for a celebration, yet functional enough for a spontaneous journey. Joining the Tabby are the sleek Empire and Brooklyn bags, and, most notably, the newly-introduced Mott Messenger from the New York family—a design that speaks directly to a life in motion.
The ready-to-wear and footwear are not afterthoughts; they are the essential uniform for these new adventures. Luxurious yet practical Teddy coats and shearling puffer jackets offer a cocoon of warmth and confidence against the winter chill. Flocked dresses and sharp leather jackets provide options for moments of celebration and self-expression. Grounding it all are the Soho Sneakers, a clear nod to the fact that today’s journeys are taken on foot, through city streets and unexplored paths.
Every piece in the collection feels intentional, selected to empower the wearer. This is not fashion for the sake of being seen, but fashion for the sake of *doing*—for living, for exploring, for becoming.
Behind the Lens: The Creative Visionaries
Bringing such an ambitious and nuanced vision to life requires a world-class creative team. Coach enlisted photographer and director Dan Beleiu, whose work is known for its rich, cinematic quality. Under his lens, the campaign’s vignettes feel less like advertisements and more like stills from an indie film about personal growth.
The aesthetic is further shaped by the sharp eye of stylist Max Ortega and the immersive environments created by set designer Peter Klein. The entire production, managed by DAY INT., with creative direction from APE_CC and strategy from Mandai Loop, works in perfect harmony. Even the choice of music—Keith Mansfield’s iconic “Funky Fanfare”—is a stroke of genius. The track’s upbeat, retro-cool vibe injects a sense of optimism and excitement, perfectly underscoring the thrill of starting something new.
This meticulous attention to creative detail signals Coach’s deep investment in its brand story. The campaign feels authentic and artistically driven, a testament to a team that understands how to communicate a complex emotional idea through powerful visuals and sound.
A New Definition of Holiday Luxury
With “The Gift for New Adventures,” Coach has successfully transcended the traditional holiday marketing playbook. The brand has crafted a compelling, emotionally resonant narrative that speaks directly to a generation that values experiences over possessions and authenticity over artifice.
By framing its products as tools for personal growth and symbols of new beginnings, Coach elevates the act of holiday gifting. A Tabby bag is no longer just a beautiful handbag; it is an investment in someone’s future, a vote of confidence in their journey. This is a powerful, forward-thinking strategy that solidifies Coach’s position not just as a heritage leather goods brand, but as a modern luxury house that truly understands the spirit of our times.
The message is clear: the greatest gift you can give this season is the courage to begin again. And Coach, it seems, has the perfect companion for the journey.
