Every New Yorker is well acquainted with the relentless motion, hum of urgency, and pressure to keep up that accompanies the lawless bustle of a crowded city street. Coach’s new Spring Campaign and accompanying film, “On Your Own Time,” masterfully capture this vibe with a sense of overwhelming reliability. 

Courtesy of Coach

Starring global brand ambassadors Elle Fanning, Nazha, Kōki, and Youngji Lee, the campaign transports viewers to a headspace we all know too well from the pressure to keep up with life’s pandemonium. In the short films, everything suddenly shifts from a chaotic cityscape once each protagonist slips their endlessly vibrating phone into their Coach Tabby bag. In an instant, the city slows, and they are freed from the tight grasp of notifications, free to reclaim their own rhythm. The simple choice of putting their phones away resulted in a transformation from powerlessness to empowerment. 

Courtesy of Coach

Following Coach’s previous campaigns, “Unlock Your Courage” and “Find Your Courage,” celebrating expressive luxury, they have discovered a new luxury structure highlighting expression and personal agency. “‘On Your Own Time’ delivers a powerful message about finding the courage to live at your own pace,” said Coach Chief Marketing Officer Joon Silverstein. 

Courtesy of Coach

By challenging and reframing society’s glorification and fetishizing of relentless progress and improvement, Coach encourages slowing down and taking life at the pace that suits you. The brand hopes this campaign motivates and inspires its audience to reclaim the agency of their time—the ideal result being empowerment and comfortability in their skin and self-expression. 

Courtesy of Coach

The short films feature pieces from Coach’s Spring 2025 collection designed by Stuart Vevers, the company’s Creative Director, inspired by the dynamic personality and verve of New York City style. The selection also includes evergreen favorites from the house— such as the new Chain Tabby and Soho Sneakers, the ladder inspired by the cross-training styles of the early 90s. These selected items are impeccably paired with trench coats, leather blazers, patchwork denim, and other garments from the Spring 2025 collection. 

This spring, tap into Coach’s 2025 energy by taking time into your own hands!