Starring award-winning actor, singer, producer Jennifer Lopez in her first campaign, the Coach Spring 2020 ad campaign tells the story of authentic self-expression through the lens of its powerful cast.

“I have a unique history with Coach that dates back to ‘All I Have,'” said Jennifer Lopez. “In all it creates, Coach promotes individuality and optimism in its style as well as a sense of authenticity and inclusion.”

Set in New York City, Coach’s home since 1941, “Originals Go Their Own Way” communicates Creative Director Stuart Vevers’ evolved vision for the house. Spontaneous, real and playful to reflect the inclusive and optimistic spirit of the house and New York City, it celebrates authenticity, individuality and those who forge their own unique way in life.

To bring the Coach Spring 2020 ad campaign to life, Vevers worked with photographer Juergen Teller. Shot in iconic locations around the city, including the Edge at Hudson Yards and the High Line, where Coach held its show for the Spring collection, the images also feature the sculpture “Brick House” by the artist Simone Leigh.

“At the start of a new decade, I felt instinctively that it was right to celebrate the color, energy and optimism of New York, our hometown and inspiration as a house,” said Coach Creative Director Stuart Vevers. “I loved working with Juergen to bring my vision for Spring to life, and to tell the stories of Jennifer and Michael in a unique and authentic way.”

“Originals Go Their Own Way” spotlights the house’s new Spring bags, including the Hutton, the Rambler, and the men’s Pacer Backpack and Belt Bag—and a ready-to-wear collection featuring a bold new statement in leather, a reference to the house’s roots.