Coach has made a groundbreaking move into the metaverse with its ‘Find Your Courage’ campaign, integrating itself into popular platforms like Roblox and Zepeto. This campaign is a bold step to help users explore and discover their identities digitally, making high-end fashion more accessible and interactive than ever before.
Through this innovative campaign, users can dive into digital versions of Coach’s spring 2024 collection. At the heart of this campaign is Imma, a virtual human who journeys through themed worlds of self-discovery. Directed by Vallée Duhamel and photographed by Charlie Engman, "Find Your Courage" draws inspiration from A.I. and is crafted using CGI, emphasizing the campaign's theme of embracing new creative frontiers.
On Roblox, Coach has set up shop in Fashion Klossette and Fashion Famous 2, where users can style their avatars with Coach’s digital wearables, compete in fashion challenges, and join a cross-experience scavenger hunt to win virtual Coach items.
Meanwhile, on Zepeto, where Coach has become the first luxury brand to release a limited-edition item, users can explore a campaign-inspired video booth and a virtual store. These digital spaces are not just about fashion; they create an environment where people can express their individuality and style.
The physical world isn’t left out either. The Coach House in New York City has been transformed into a pop-up that mirrors these digital collaborations, running until July 21. This seamless blend of physical and digital experiences highlights Coach’s dedication to innovation and self-expression.
Coach’s foray into the metaverse is more than a trend; it’s about leading the charge in digital self-expression. By making fashion more interactive and accessible, Coach is setting a new standard in the industry, showcasing the power of innovation in the digital age.
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