Ad Campaign: Coach’s Fall 2022

NEW YORK, UNITED STATES  — American brand Coach just released their fall 2022 ad campaign and it’s all about “love“.

For the campaign, the company used photographer Juergen Teller and artistic duo Mint + Serf to create images showing “spontaneous moments of affection between friends and lovers,” Coach said, in a move to encourage viewers to embrace their loved ones.

The advertisement, which was envisioned by Coach creative director Stuart Vevers, features the brand’s fall 2022 apparel and accessories collection including shearling and leather outerwear, dainty lace and crocheted dresses, pops of neon, and leather ready-to-wear inspired by leather bars of the ’70s. The campaign also serves to spotlight the company’s Rogue and Bandit bags.

The fall collection also introduces pieces created in collaboration with Mint + Serf printed with the duo’s artwork that is inspired by the energy and attitude of New York. Mint + Serf also collaborated with the company to create original artwork for the campaign.

The cast of faces featured in the images were selected through street casting and through an open call on Coach’s social channels.

In addition to the campaign images, which will be shared on Coach’s social media channels, the company is also opening a pop-up shop with Mint + Serf at 89 Crosby Street in New York’s NoLIta neighborhood on Sept. 8, where visitors can shop the collection and experience additional storytelling about the collaboration, as well as artist workshops and live DJ performances.

Photos Credit: Juergen Teller