J.Lo's Debut Campaign For Coach Is All About Embracing Her Legendary OG Status

If we talk about New York legends (Coach themselves aside), Miss Jenny From The Block aka Jennifer Lopez aka J. Lo is a legendary name associated with the Big Apple. That's why when J.Lo herself teased of her new role as the face of Coach on her Instagram (see here), we went into a fashion frenzy of excitement in anticipation of her debut campaign, which has just dropped!

Through the lens of Juergen Teller under the creative direction of Stuart Vevers, J.Lo and her fellow Coach menswear ambassador Michael B. Jordan parade the latest Spring/Summer 2020 collection with vigour, style, and an endless amount of cool. 

Named "Originals Go Their Own Way”, this new campaign communicates Stuart Vevers’ evolved vision for the house and celebrates the story of authentic self-expression through the two legendary stars, who have always been "courageously independent individuals who have paved new paths while staying true to themselves".

Following the narrative of their last campaign, the "21st Century Dreamers", this new campaign with Michael and J.Lo is shot in various iconic locations of New York, including the Edge at Hudson Yards and the High Line. Another prominent motif seen is the sculpture Brick House by the artist Simone Leigh, which is a public artwork located at the High Line that made a guest appearance at the Coach Spring/Summer 2020 show last September.

This campaign highlights the new vision of Coach where there are a string of new bags introduced – the women's Hutton and Rambler, plus the men’s Pacer Backpack and Belt Bag. There is also a prominent display of the new leather silhouettes from the ready-to-wear collection, and a special cameo by Barbara Streisand, another iconic New Yorker, on selected pieces.

On the campaign with Coach, J.Lo says, "It is a brand that embodies the essence of being born and bred in New York and I, of course, deeply relate to that. In all it creates, Coach promotes individuality and optimism in its style as well as a sense of authenticity and inclusion. Like me, we’re both New York originals, who create a unique mix of high-fashion with street edge. With Stuart’s designs and Juergen’s photography, we captured special and unique visual moments for this campaign with the iconic New York City skyline as the perfectly tailored backdrop.”

Check out the entire campaign below: