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Kate Moss and Jennifer Lopez front new Coach campaign

British supermodel Kate Moss and global superstar Jennifer Lopez join forces to star in a new Coach ad to promote the reintroduction of the Rouge Bag, as part of the brand’s ongoing Coach Forever autumn campaign.

Shot by legendary photographer Juergen Teller, the campaign backdrop includes iconic locations around the world like London Bridge and the Bund in Shanghai, with Moss and Lopez starring alongside a plethora of models and actors, including Xiao Wen Ju, Kōki, Ma Zhe, Lu.

First seen on the runway in 2016, the bag will feature “a new environmentally responsible version of Coach’s Signature Jacquard crafted in organic and recycled materials and embroidered with fall’s menagerie of creatures.”

Coach Creative Director Stuart Vevers said of the new campaign: “‘The Rogue’ is perhaps my favourite bag that I’ve designed at Coach. It has that combination of heritage, offbeat attitude and a sense of authentic American style that perfectly embodies my vision for the house. The Fall collection is inspired by the optimism of things crafted to last and naturally felt like the right moment to reintroduce the Rogue with a new story created with Juergen and our Coach Family.”

To celebrate the bags relaunch, Coach has devised a digital experience where customers can design and share their own versions of the Rogue. Shoppers will be able to use a virtual workshop that enables them to build a custom Rogue Bag from scratch.

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