Coach launches 'Courage to Be Real' campaign with Lil Nas X

By

Jennifer Braun

Published
Oct 17, 2022

Coach has unveiled a campaign film starring its newest global ambassador Lil Nas X. 

Dubbed 'Courage to Be Real', the short film, featuring his latest single, 'Star Walkin', and directed by Petra Collins, encourages courageous self-expression, via a mission and message that’s about embracing all aspects of who you are with confidence, while inspiring others. 

In particular, the campaign tells the growth story of Lil Nas X through a dream-like world informed by Collins' and Coach's shared vision of American pop culture. The film follows Lil Nas X through rooms that represent key moments in his personal journey. He moves through doors that represent the struggles he has faced in life and ultimately achieves fame through music, and becomes who he is today.

"My vision for Coach has always been to create a fashion world where people feel free to express themselves as they are," said Coach creative director, Stuart Vevers.

"To bring this vision to life, I was thrilled to bring Lil Nas X and Petra Collins together with Coach for the first time—two artists who have changed the world around them by being themselves. The film we created together is a new form of storytelling that not only feels unexpected and different for us, it helps to create a community around the values we share with the next generation.”

The campaign is Lil Nas X's first for Coach as its newest global ambassador with more planned for the future. Lil Nas X is known for blurring the boundaries of gender and for pushing forward the status quo. Most recently, he also teamed up with Yves Saint Laurent Beauty, in a role previously held by women.  

"My whole career has been about breaking down doors, and this campaign represents everything I've overcome so far," said Lil Nas X. "It's about walking into new chapters of life, new experiences and new versions of myself, and it's rooted in authenticity and self-expression—two things I really care about. It was really fun collaborating with Stuart and Petra to bring this to life.”

'Courage to Be Real' will return for future campaigns and storytelling moments focused on the theme of courageous self-expression. It is also the first campaign introduced as part of the house's evolved 'Expressive Luxury' positioning defined by self-expression, inclusion, and emotional connection, unveiled last month.