On August 30, 2018, Coach released the Coach X Selena Gomez Collection Campaign Film starring Selena Gomez to celebrate the launch of the Coach x Selena Gomez collection, available in stores and online the next day.
Shot in New York City at Coach’s headquarters, the irreverent short shows Selena at work (literally) on her latest collection for Coach. Depicting the star as a regular Coach employee, Selena is seen happily enjoying mundane workplace culture—sitting at her desk, reading her emails (and watching the occasional YouTube clip) and stealing her coworker’s lunch from the staff kitchen.
As her colleagues leave for the day, dutiful Selena claims she needs to work late—again. Once the office is empty, she runs wild and rocks out in the Coach design studio. What happens next captures the fun, rebellious and imaginative spirit of the collection, which includes retro-pastel hoodies, romantic slip dresses and leather goods printed with Selena’s personal motto: “Not perfect, Always me.”
For this playful campaign, Coach collaborated with director Bunny Kinney, stylist Kate Young, makeup artist Hung Vanngo and hair stylist Marissa Marino.
“I had so much fun working on the film,” said Gomez. “And I’m thrilled to share the collection, which speaks to everything I love about Coach and also so perfectly represents who I am.”