Coach has launched a new ad campaign starring Jennifer Lopez, titled “Wear Your Shine” and aimed at encouraging self-expression. This time, the global superstar, who is a brand ambassador for Coach since November 2019, releases her inhibitions in a sparkly black dress and dances on a rooftop, holding a metallic Coach handbag up to the sky.
“Don’t do this, don’t do that. Be fun, be sophisticated. Dance, don’t dance,” the star says in the opening of the commercial, which features the 2022 song “Kill Dem” by Jamie xx and choreography by Samoan choreographer Sienna Lalau, who has choreographed K-Pop Superstars BTS’ music video ‘ON’ and also dances in it.
The pieces Jennifers wears in the ad are Coach’s High Neck Sequin Dress and the Metallic Tabby Shoulder Bag 20.
The “Wear Your Shine” campaign, which debuted on September 12, aims to encourage self-expression and personal empowerment through fashion. The brand described Lopez as “the perfect star for the message” thanks to “her status as an icon who has inspired others to live more fully.”
The campaign also features Dove Cameron, Lil Buck, Youngji Lee and Yanfei Song.
