My Troedsson

Gen Z often holds back, limited by an inner critic that questions their every move. With Wear Your Shine, Coach set out to confront that voice and invite young people to step into self-expression with confidence.

As part of the long-term platform Courage to Be Real, the campaign turned shine into a metaphor for embracing your true self. In films and imagery, cast members like Dove Cameron, Youngji Lee, Lil Buck and Song Yanfei fought their self-doubt, visualised as doubles that mirrored their inner hesitation. Through movement, storytelling and style, they found the courage to move forward.

I co-led the creative strategy for the campaign, which helped strengthen Coach’s positioning as an inclusive, expressive luxury brand. More than a fashion story, Wear Your Shine resonated globally as a message of personal empowerment and authenticity.