Selena Gomez’s 2018 Campaign for Coach Revealed

Selena Gomez Coach ambassador

Selena Gomez’s 2018 Campaign for Coach Revealed

It’s been roughly two years since Selena Gomez was named as Coach’s brand ambassador, and since then it’s safe to say a lot has changed in the ex-Disney darling’s life. She took some much-needed time off to invest in her health, came back full force with a newfound attitude focused on self care, dropped new music, produced a show, dyed her hair platinum, and so on.

There’s no denying that the last couple of years have been transformative and huge for the multi-hyphenate, but during this time one thing has remained steadfast: the chic aesthetic that made her the perfect Coach ambassador in the first place. It was this past summer when Gomez landed her first campaign for the heritage brand, which turned out to be stunning, to say the very least. And now? Now the 25-year-old star is back for round two as the face of the brand’s Spring 2018 collection.

The project came to life thanks to the brand’s longtime team of industry powerhouses including photographer Steven Meisel, stylist Karl Templer, creative director Fabien Baron, makeup artist Pat McGrath, and hairstylist Guido Palau, all of whom helped to set the stage to make it an unforgettable campaign.

The “Bad Liar” singer and the legendary makeup artist share a particularly special bond and actually first met through Coach, even though Gomez revealed she’s been a fan of her work for a long time. “I would try to use it as inspiration for my own makeup, but how did I even think I could pull it off?” she tells Allure. The singer added how much she admires McGrath’s attitude and passion for the job. “I don’t like going to work with people who you can tell just don’t care anymore. And I mean I get that; I’ve been there sometimes. But I’ve never experienced any version of Pat other than joyous, hilarious, passionate, and so cool.” (We’d have to agree.)

Shot in New York City with a breathtaking view of the Empire State Building ever-so-casually propped in the background, Gomez shows off statement bags from the Spring collection, including the Parker, which is a completely new silhouette that boasts handles that convert to a shoulder strap. It’s covered in quilted napa leather and bold color-blocking gives it a graphic feel that’s as modern as it is timeless. New York City can feel massive, and scary at times, but Gomez said creative director Stuart Vevers has a way of making it feel like a real community. “It just feels like this is where the brand really lives,” she said.

Not to draw attention away from the collection itself, Gomez’s makeup was kept minimal, albeit classic, with an oh-so-subtle hint of smokiness on the eyes; a true “Selena Look,” if you ask us. Defined brows and lips tied it all together.

Last December, Coach forged a wide-ranging partnership with Gomez. In addition, Selena Gomez will partner with the Coach Foundation in its support of Step Up, a national organization dedicated to the empowerment of teen girls from under-resourced communities. Gomez wore a Stuart Vevers-designed Coach gown to the Met Ball.

In the last fall campaign, Gomez portrays a Coach girl who’s about to embark on a road trip. She is seen lounging in the blush-toned leather interior of a 1976 Plymouth Fury, a vintage car. The ads were photographed by Steven Meisel and styled by Karl Templer. Fabien Baron did the creative direction, Pat McGrath did the makeup and Guido Palau styled the hair. The campaign ads break in last July for print and out-of-home.

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“Selena is a rebel and a romantic, a dreamer and a doer who boldly charts her own course. To me, she speaks to a generation; she connects,” said Stuart Vevers, creative director of Coach.

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“I couldn’t be more proud to be the face of Coach,” said Gomez. “I’ve also loved working with Stuart, I admire his vision and his designs.”

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Coinciding with the launch of the fall collection, Coach has created three short films dedicated to the key bags of the season: the Rogue, the Coach Swagger and the Edie. Created by Baron & Baron, each video stars Gomez getting ready in a New York City apartment for a night on the town.

As for why Coach chose Selena Gomez, well, Vevers put it perfectly: “Selena has a warmth that’s special, [but] there is also an authenticity and realness to her that brings the campaign to life.” We couldn’t have said it better ourselves.

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