Luxury fashion house Coach has launched its latest campaign, On Your Own Time, in Indonesia, featuring global ambassadors Elle Fanning, Nazha, Kōki, and Lee Youngji. More than just a showcase for its Spring 2025 collection, this campaign delivers a powerful message—daring individuals to embrace life at their own rhythm, breaking free from societal expectations of relentless progress.

Building on Coach’s ongoing The Courage to Be Real narrative, this campaign encourages self-expression with confidence and authenticity. Creative Director Stuart Vevers describes the campaign as an exploration of spontaneity and individuality, brought to life through the lens of renowned photographer Elaine Constantine.

A Cinematic Journey of Transformation
At the heart of On Your Own Time are two compelling short films, directed by Henry Scholfield, starring Elle Fanning and Nazha. These films take viewers on a journey through the fast-paced, overwhelming nature of modern city life—where buzzing phones constantly demand attention, flooding the protagonists with news, social updates, and calendar alerts.

Rather than succumbing to the pressure, they make a bold decision: they silence their phones, tuck them into their Coach Tabby Bag, and reclaim control over their time. In a striking visual metaphor, the protagonists begin to manipulate time itself—slowing down or speeding up the movement of the bustling city around them. What starts as a feeling of helplessness under the weight of expectations transforms into empowerment, as they redefine what it means to live life on their own terms.

A Message That Resonates with Gen Z
Coach’s Chief Marketing Officer, Joon Silverstein, highlights how On Your Own Time speaks directly to Gen Z’s struggles with societal pressures. “In our conversations with young consumers worldwide, we often hear about their anxiety over ‘falling behind’ in life—this idea that they must constantly chase milestones to keep up with an idealized version of success,” says Silverstein. “This campaign is an invitation to reject that pressure, to take ownership of their own pace, and to feel empowered in embracing life’s limitless possibilities.”

The campaign’s stunning visuals, captured by Elaine Constantine, reinforce this theme. Set against the backdrop of a busy metropolis, the imagery captures moments of transformation—where the stars appear light and unburdened as they redefine their relationship with time and self-expression.

A Collection Inspired by New York’s Energy and Freedom
Alongside its powerful message, On Your Own Time introduces Coach’s Spring 2025 collection, designed by Stuart Vevers. Inspired by the dynamic energy and effortless style of New York City, the collection blends classic luxury with a sense of bold individuality.

Key pieces include the newly introduced Chain Tabby, Brooklyn, Empire, and Teri bags—designed to be both stylish and functional, perfect for a generation that values both aesthetics and practicality. The campaign also showcases the Soho Sneaker, a modern reinterpretation of the 90s cross-training shoe, alongside trench coats, leather blazers, and patchwork denim—bringing together structure and spontaneity in one cohesive fashion statement.

Rewriting the Rules of Luxury
This latest campaign continues Coach’s evolution into Expressive Luxury, a vision that redefines high fashion as a medium for self-expression rather than exclusivity. On Your Own Time follows previous campaigns like Unlock Your Courage and Find Your Courage, reinforcing the brand’s commitment to empowering individuals to embrace their true selves.

By merging fashion with a deeper, more personal narrative, Coach isn’t just selling clothes—it’s offering a movement. In an era where digital noise and societal expectations dictate so much of our daily lives, On Your Own Time delivers a refreshing reminder: real luxury isn’t about status but about the freedom to live life at your own pace.

This campaign doesn’t just ask its audience to wear Coach—it invites them to redefine their relationship with time, self-expression, and the world around them.