Coach has named actress Lola Tung as its newest global ambassador, expanding a partnership that began in 2023 when the actress joined Coachtopia, the brand’s circular sub-brand.
In her new role, Tung will star in global campaigns for Coach watches and eyewear, as well as front Coach Forever, a new fragrance franchise set to launch in June 2027. The collaboration brings together Coach’s commitment to authentic self-expression and Tung’s distinct perspective, grounded in the brand’s Courage to Be Real philosophy.
Known for her emotionally nuanced performances and effortless modern style, Tung has quickly emerged as one of Hollywood’s compelling young talents. Her approach to both acting and fashion reflects the confidence and individuality at the heart of Coach, making her a natural addition to the brand’s global community of talent.
“I’ve loved getting to work with Coach, and I’m excited to take this next step together,” says Tung. “I’ve always admired how Coach encourages people to express every side of who they are with confidence and authenticity. I’m looking forward to collaborating with the team and bringing my own point of view to what we create together.”
Coach Creative Director Stuart Vevers has also welcomed the evolution of the partnership, highlighting Tung’s personality and creative spirit.
“I’ve loved watching our partnership with Lola evolve over the past few years,” says Vevers. “She has a warmth, optimism and curiosity that make her such a natural part of the Coach world, and every time we work together, she brings something new. I’m excited to keep building on what we’ve already started.”
Tung’s first campaigns in her expanded role will debut with Coach’s eyewear and watch campaigns in September, followed by the launch of her Coach Forever fragrance campaign in June 2027.
The appointment further strengthens Coach’s growing roster of cultural voices who embody the house’s vision of self-expression across fashion, film, music, sport, and beyond.
Founded in New York in 1941, Coach is known for creating pieces designed to last while encouraging individuality and authentic self-expression. Under the creative direction of Stuart Vevers, the house continues to reinterpret its New York heritage for a new generation.
In the Philippines, Coach is exclusively distributed by Stores Specialists, Inc. (SSI) and is available at City of Dreams, Greenbelt 5, Mall of Asia Pop-up, Power Plant Mall, Rustan’s Cebu, Rustan’s Makati, and Rustan’s Shangri-La, as well as online through Trunc.ph and Rustans.com.
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