Dove Cameron Joins Coach Family, Stars In New ‘Wear Your Shine’ Campaign

Dove Cameron is a new face of Coach and she’s starring in the fashion brand’s new campaign!

The 27-year-old singer and actress joins Lil Buck, Youngji Lee and Yanfei Song in the “Wear Your Shine” campaign, which displays the brand’s new Shine collection full of “metallic, sparkle, and expressive bags, ready-to-wear and accessories.”

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The new campaign delivers an uplifting message about conquering self-doubt to radiate in the world of fashion and in one’s personal life. It kicks off with a collection of films featuring the cast confronting their inner critics, depicted as doppelgängers who articulate their self-doubts.

“Our story for Fall is inspired by the attitude of today’s generation and our belief that our heritage can be the foundation for courageous self-expression,” creative director Stuart Vevers shared. “Starting with the codes that define our house, we played with youthful proportions, color and novelty to create pieces that inspire a sense of possibility. ‘Wear Your Shine’ brings to life the spirit of the collection, as well as our belief that fashion can be a space for people to express themselves.”

“The campaign’s message was based on an insight we observed about our Generation Z consumers—that, often, it’s an inner voice that keeps them from expressing themselves fully,” Coach Global Chief Marketing Officer and North America President Sandeep Seth added. “It represents the continuation of our journey to not only connect emotionally with our consumers through stories that resonate deeply with them, but to make our brand a platform for their self-expression and the values they care about. ‘Wear Your Shine’ is the next chapter of our mission to inspire our customers to find the courage to express themselves.”

If you missed it, Dove was just in attendance at the Coach Spring 2024 fashion show last week, held during New York Fashion Week!

Browse through the gallery to see more photos from the new Coach campaign…

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