The accessories and lifestyle brand Coach is featuring actress Chloë Grace Moretz and musician Kid Cudi for the second installment of its “Dreamers” film campaign. “Chloë’s free-spirited attitude and spontaneity makes her a perfect incarnation of the Coach Spring ’15 girl, while Kid Cudi’s effortless ease and coolness could not better embody the spirit of the Spring ’15 men’s collection,” creative director Stuart Vevers said of the casting decision. Moretz and Cudi replace actresses Zoë Kravitz and Odeya Rush, actor Christopher Abbott and singer Banks, who starred in the Fall campaign. Photographed by Mikael Jansson, with styling by Karl Templer and art direction by Fabien Baron, the campaign features black-and-white portraits of the stars alongside close-up shots of handbags from the Spring collection with music by Kid Cudi entitled “Up, Up and Away”.
The Dreamers campaign will run in tandem with a traditional, model-fronted fashion campaign, an advertising model introduced last season. The fashion ads, released earlier this month for inclusion in February books, feature up-and-coming models Binx Walton, Valery Kaufman, Grace Hartzel, Molly Bair, Dylan Xue, Helge Vondereau, Julia Bergshoeff and Lexi Boling, and was shot by photographer Steven Meisel.
Visuals from Dreamers are also featured in Coach stores.