In a time defined by social distancing and lockdown, Coach is celebrating the importance of family for its fall campaign, featuring Jennifer Lopez. In a statement, the fashion house said it “celebrates stories of togetherness, relationships that endure, and the power of modern families—those we are born into and those we choose over time.”
For the new “Coach Family” campaign, lensed by Ryan McGinley, the 50-year-old entertainer is joined by the people she holds most dear – her mother Guadalupe Rodríguez, and her twins, 12-year-olds Emme and Max Muñiz.
“Coach has given me an opportunity to reflect on three generations of love and appreciate the blessings that I have,” says Lopez. “In a year like this year, where there is so much chaos, so much change and uncertainty just happening all around us, 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.”
“At this moment, it feels important to re-examine our values,” said Coach Creative Director Stuart Vevers. “To me, fashion, at its best, has always been about community, creativity and building lasting relationships. I am proud to share stories with our Coach Family about the people that matter most in their lives— relationships that are authentic and timeless.”
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.