Global fashion house, Coach has launched a new campaign addressing digital overwhelm.

The ‘On Your Own Time’ campaign, created by Mother, celebrates going at your own pace in the face of societal expectations to be always on and ever-moving. The campaign stars global brand ambassadors, Elle Fanning, Nazha, Kōki and Youngji Lee. The campaign introduces the Spring 2025 collection. 

Founded in New York in 1941, Coach has been committed to creating luxury products which are designed with both beauty and longevity in mind. The brand positioning is rooted in an approach which allows consumers to be themselves. In the latest campaign this brand messaging is reinforced, whilst the work also tackles the overwhelm that can come with the always on demands of modern life.

‘On Your Own Time’ is part of Coach’s  ‘The Courage to Be Real’ platform, which embraces a growing desire for self expression amongst young consumers.  

The campaign consists of two hero videos, one featuring Elle Fanning and the other starring Nazha. Both films explore setting your own pace and feeling confident in self-expression. Directed by Henry Scholfield, the films move through fast-paced city life, before the protagonists put their phones in their Coach bags and slow down.

Fanning’s film opens to a New York scene. Emerging from the subway, Fanning is immediately bombarded with notifications on her phone. Images of different people’s lives flash up on the screen between shots of Fanning becoming increasingly uncomfortable, indicating a common feeling of social media overwhelm.

After she puts her phone in her Coach Tabby Bag, the surroundings go immediately quiet and life around Fanning moves in slow motion. People around her blur in their own journeys, some go faster and some move slower, but she moves happily at the pace that is right for her. Smiling in the New York sunshine, Fanning ends the spot saying: “On your own time”.

Previous campaigns in this platform include ‘Unlock Your Courage’ and ‘Find Your Courage’, both of which play into the idea of expressive luxury, a new kind of luxury for a new generation of consumers.

The campaign features designs from Coach’s Spring 2025 collection, with Creative Director, Stuart Vevers, pulling inspiration from the vitality and fluidity of New York City styles. The campaign combines these fresh designs for Spring with a fresh outlook for consumers.

Joon Silverstein, Chief Marketing Officer at Coach, explained: “‘On Your Own Time’ delivers a powerful message about finding the courage to live at your own pace. In our discussions with Gen Z consumers all across the world, we’ve heard an almost constant refrain around the fear of ‘falling behind’ in a world that glorifies, even fetishises, relentless progress and that this pressure to achieve at an ever-faster pace held consumers back from fully exploring their possibilities. This campaign is meant to inspire our audiences to reclaim agency over the pace of life, and in doing so, feel more empowered and confident to express all of who they are”.

Vevers added: “I love the freedom and spontaneity of the photography, the sense of a personal, stolen moment within a busy urban crowd. Elaine has a special talent for capturing these honest, unstudied and expressive images that I think feel very Coach”.

Providing a refreshing take on the sector, ‘On Your Own Time’ explores expressive luxury. The campaign acknowledges the pressures of modern day and offers consumers an alternative; going at your own pace.