Coach launched its 2025 holiday season campaign, titled “The Gift for New Adventures,” with Charles Melton and Elle Fanning at its center. The campaign does not shout. It does not overstate. It shows. It shows a leather bag slung over a shoulder as someone steps off a train in a quiet European town. A coat is buttoned against the cold, not for show, but to keep warmth close. These are the moments Coach chooses to highlight.
In the campaign, Charles Melton, known for his grounded presence and thoughtful performances, appears not as a celebrity selling a product but as a person preparing for what lies ahead. He walks through a frosty city street, bag in hand, eyes forward. There are no grand gestures. No staged laughter. Just the quiet certainty of someone ready to move forward. Equally understated, Elle Fanning carries a Tabby bag through a sunlit market, her expression calm and her posture relaxed. She does not pose. She exists.
Dan Beleiu, the campaign’s director, captured these scenes with a lens that favors texture over flash. The leather of the Empire bag catches the low winter light. The shearling collar of a coat brushes against a scarf. The Soho sneaker, worn with wool socks, looks well-worn – not polished for a photoshoot, but worn because they work.
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Joon Silverstein, Coach’s chief marketing officer, told WWD plainly: “We wanted Coach to feel like the destination for meaningful gifts, pieces that not only look great but also help you feel confident and prepared for what’s next.” That sentence lingers. It’s not about luxury as spectacle. It’s about luxury as reliability. It’s about a bag that holds your journal, your gloves, your train ticket – the small things that make a journey yours.
The 2025 Holiday Season Campaign includes staples like the Tabby, the Brooklyn, and the Mott Messenger, all of which have been updated with softer lines and muted tones. These are not new designs. They are refined ones. Coach isn’t chasing trends. The brand is reinforcing its strengths: making things that last. The Teddy coat is thick yet not bulky. The leather jacket is structured, yet not stiff. The flocked dress has texture, not glitter.
The cast reflects this same principle. Kōki, Soyeon, Griff, and Ravyn Lenae are not included because of their fame. They are included because they feel authentic. Each of them carries a different kind of quiet strength. One is a musician who writes songs in hotel rooms. Another is a dancer who finds stillness before stepping onstage. None of them are performing. They are preparing.
This is not a campaign built on grand declarations. It is built on recognition. It recognizes that the holidays are not always about parties and presents. Sometimes, they’re about choosing to leave the familiar behind. Taking a train to a place you’ve never been, for example. It’s about carrying something with you that reminds you who you are when the noise fades.
Coach has always understood that the best gifts aren’t the most expensive. They are the ones that endure. The ones that become part of a person’s rhythm: A bag carried for years. A coat worn through winters. A sneaker that fits like a second skin.
The campaign doesn’t ask you to buy something to become someone else. It asks you to buy something that helps you be more of yourself.
In one quiet moment filmed in a train station, Charles Melton says simply, “It’s not the bag that changes things. It’s what you carry inside it.” He doesn’t say it for the camera. He says it because he believes it.
The 2025 Holiday campaign does not try to convince you. It shows you. In that showing, it becomes more than advertising. It becomes a quiet invitation.