Jennifer Lopez, Kate Moss Front COACH Bag Fall 2021 Relaunch Campaign by Juergen Teller

Brand ambassadors Jennifer Lopez and singer-songwriter Kōki are joined by Kate Moss, Kelsey Lu, Ma Zhe and Xiao Wen Ju in the COACH Rogue bag relaunch. Juergen Teller [IG] is behind the lens, with styling by Oliver Rizzo.

The Rogue bag was first launched in 2016, inspired by “free-spirits, rebels and dreamers.” For the Fall 2021 season Coach presented new version of the bag – featuring organic cotton and recycled polyester in the brand’s signature jacquard print.

The collection, called “Coach Forever Season Two,” will include bags, ready-to-wear and a collaboration with Schott NYC, a New York-based clothing company, writes WWD.

The campaign was shot at famous, global locations including Griffith Park in Los Angeles, the Bund in Shanghai and London Bridge, which is meant to tell “the story of the Rogue’s iconic legacy and craft.”

To promote the concept of individual style mavericks Coach is adding an online experience where Coach Rogue lovers can build their own bag from scratch.

Stuart Vevers, Coach’s creative director, will receive the Accessories Council’s Hall of Fame award for the Rogue bag. The award, determined by the Accessories Council Board, recognizes an item or brand that has been able to stand the test of time and be given out at the annual Design Excellence Awards.