Aspirational luxury brand Coach has launched its Spring 2025 campaign encouraging people to “set their own pace”.

Devised by creative agency Mother, the marketing drive stars the designers’ global ambassadors Elle Fanning, Nazha, Kōki, and Youngji Lee.

‘On Your Own Time’ includes two spots, one starring Hollywood’s Fanning and the other starring Chinese actress Nazha.

Both ads, which were directed by Henry Scholfield, see their leads go from being overwhelmed by societal pressure to feeling confident in themselves.

The cast are shown moving through a cityscape with their phones constantly buzzing. Distracted by the notifications, the women decide to put their phones away in their Coach Tabby bags.

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They come to the discovery that without their phones they can change the flow of time and start playing with this found power, slowing and speeding up passers-by.

“I love the freedom and spontaneity of the photography, the sense of a personal, stolen moment within a busy urban crowd. Elaine has a special talent for capturing these honest, unstudied and expressive images that I think feel very Coach,” said Coach creative director Stuart Vevers.

“‘On Your Own Time’ delivers a powerful message about finding the courage to live at your own pace,” said Coach chief marketing officer Joon Silverstein.

“This campaign is meant to inspire our audiences to reclaim agency over the pace of life, and in doing so, feel more empowered and confident to express all of who they are.”

The campaign also features a series of out-of-home stills and moving images featuring Fanning, Nazha, Kōki, and Youngji Lee.