It takes a special person to go from walking the runway in New York Fashion Week to kicking off a world tour and still have time to become the newest ambassador to Coach.
That special type of person is none other than Lil Nas X, who is undoubtedly a man on a mission.
“Courage to Be Real” is the title of Coach's newest campaign, which sees the Grammy-winning trailblazer take center stage in a short film.
Directed by Petra Collins, the clip walks viewers through Lil Nas X’s life story, starting in high school band class and ending with a performance on the big stage. He’s featured in different Coach looks for each section, including varsity and oversized leather jackets, silver studded denim, floor-length fur coats and pristine white suits.
“My whole career has been about breaking down barriers,” a quote from X states at the beginning of the film. The quote plays as a nod to the mission and purpose of the campaign itself, which Coach hopes inspires folks of all backgrounds to express themselves unapologetically, in every aspect.
“My vision for Coach has always been to create a fashion world where people feel free to express themselves as they are,” Coach Creative Director Stuart Vevers is quoted in the press release. “To bring this vision to life, I was thrilled to bring Lil Nas X and Petra Collins together with Coach for the first time—two artists who have changed the world around them by being themselves. The film we created together is a new form of storytelling that not only feels unexpected and different for us, it helps to create a community around the values we share with the next generation.”
X’s song “Star Walkin’,” released in late September, acts as the film’s soundtrack.
Fantastical cinematography sets Lil Nas X in a dream-like world influenced by pop culture, just as the artist born Montero Hill soaked up the works around him. We watch as X moves from room to room, each representing a moment of courage and self discovery.
“It’s about walking into new chapters of life, new experiences and new versions of myself,” X says in a press release, “and it’s rooted in authenticity and self-expression—two things I really care about. It was really fun collaborating with Stuart and Petra to bring this to life.”
The campaign is paired with still images that mirror the dream-like quality of the film. X is pictured in the same baby pink, floor-length coat, illuminated with subtle lens flares and glowy effects.
The “Industry Baby” singer’s partnership is further emphasized with a custom Coach wardrobe for his Long Live Montero tour. The tour takes X to Los Angeles, San Francisco and other western cities before hitting Europe later this fall.
See more of the “Courage To Be Real” campaign below, then learn more and shop the looks via Coach.com.
Photography by: Petra Collins