Coach taps into its commitment to sustainability with a new campaign starring Willow Tung. The ‘The Wasted Parts’ campaign showcases the Coachtopia Alter/Ego collection, featuring five new bag styles crafted from leather scraps generated during the manufacturing process of other Coach designs.
Tung stars in a campaign titled “The Wasted Parts” that speaks to the brand’s efforts to design fresh products out of waste from its manufacturing processes.
The Coachtopia Alter/Ego collection consists of five new bag styles, all of which use the subbrand’s Checkerboard Upcrafted Leather technique which utilizes small and irregular scraps of leather to create new products.
“Since we launched Coachtopia in April 2023, our mission has been to pioneer circularity in fashion by reimagining waste, design and the end of life of our products — and the Alter/Ego collection is another step forward in that mission,” said Joon Silverstein, senior vice president of global marketing andat Coach and head of Coachtopia. “We’ve gone from making with pre-existing waste to thinking forward to future waste — and finding new ways to design out waste from the outset.
The film is intended to speak to the tension felt by Coach’s target Gen Z customers who struggle to be fashionable and climate conscious at the same time. “My generation is starting to really consider the impacts of their fashion choices, so I’m thrilled to help Coachtopia tell this story about production waste — and how we can transform how we think about it,” said Tung. “I can relate to sometimes feeling torn between style andwhen it comes to fashion, so it was really interesting to play that out as these two different characters, and visually represent this duality in a beautiful and creative way.
Coach Sustainability Circular Fashion Upcycling Willow Tung
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