After making a splashy debut on the catwalk as Coach’s newest brand ambassador, Lil Nas X is quick to go to work. The 23-year-old musician appears in his debut Coach campaign, reflecting the brand’s Courage to Be Real motto. Lil Nas X helps Coach communicate the call to action to encourage fearless self-expression and confidently accept all sides of oneself.
Lil Nas X Coach ‘Courage to Be Real’ Campaign
Petra Collins photographs Lil Nas X for his new Coach campaign. Collins also directs a short film to the tune of Lil Nas X’s current track, “Star Walkin.” This excursion shows Lil Nas X’s daring journey to become the person he is now, as well as the hurdles he encountered to get here. Lil Nas X enters a surreal realm, traversing rooms that symbolize pivotal points in his life journey.
“My vision for Coach has always been to create a fashion world where people feel free to express themselves as they are,” says Coach Creative Director Stuart Vevers. “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.”
Vevers elaborates on Coach’s latest project with Lil Nas X: “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.”
“My whole career has been about breaking down doors, and this campaign represents everything I’ve overcome so far,” explains Lil Nas X. “It’s about walking into new chapters of life, new experiences and new versions of myself, 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.”