Coach Launches “Coach Family” Fall 2020 Campaign Starring Michael B. Jordan, JLo, and More Alongside Their Families

The Fall 2020 campaign emphasizes family, relationships, and togetherness.

Coach has launched their new “Coach Family” campaign for the fashion house’s Fall 2020 collection, celebrating stories of togetherness—the relationships that endure over time, and the power of modern families, both by birth and choice.


The Coach Family campaign stars familiar faces with their families, including established brand faces Michael B. Jordan and Jennifer Lopez, alongside Coach ambassadors Jeremy Lin and Kiko Mizuhara, who appears alongside her sister Yuka and cats Chiccho and Bambi. 

A series of unfiltered stills and films with a distinctly home-video aesthetic, the campaign recalls the enduring spirit of home, optimism, and inclusivity, stimulated by the brand’s mission to inspire audiences to be true to themselves.

“Togetherness and family are really important right now,” said Jordan. “For me, my family and friends are my support system. They’re what keep me going and keep me motivated to work hard, lead by example and be the best version of myself. I was thrilled to work with Coach on this campaign focused on my family and relationships—because they are the things that really matter.” 


Jordan is photographed for the campaign alongside his family in Los Angeles in a warm, rural backdrop, the very portrait of Coach’s vision of modern, reimagined luxury and authenticity.

The campaign utilized a series of posts to ask the Coach community to share their thoughts on what family means to them, highlighting impactful reflections on enduring relationships and familial values over generations for the campaign.

“Coach has given me an opportunity to reflect on three generations of love and appreciate the blessings that I have,” said Jennifer Lopez, who stars in the campaign with her mother Guadelupe Lopez, and children Emme and Max Muñiz. 


“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.” 

The campaign spotlights key Coach bags and footwear from the Fall 2020 collection, including the Tabby Shoulder Bag in Signature, the Rivington Belt Bag, and the CitySole Mid Top, Coach’s newest CitySole sneaker.


“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.”


Throughout the fashion season, more Coach Family portraits will be revealed, including that of Coach’s new female Chinese ambassador along with others, such as roommates Julia Fox and Richie Shazam to ballroom emcee, writer and producer Jack Mizrahi and his House of Gorgeous to photography collective Street Dreams Magazine.


The Coach Family campaign was brought to life by a global collective of creatives, and shot by photographers and directors Ryan McGinley, Hao Zeng, Renell Medrano, Brad Ogbonna, Takako Noel, Gen Yoshida, Fan Xin and DJ Furth.


Shop #CoachFamily on their website.

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