Launched this September with a campaign featuring Basquiat’s family alongside faces of Coach Jennifer Lopez, Michael B. Jordan and more. Coach x Jean-Michel Basquiat introduces Basquiat’s artwork and values to a new generation through the lens of family, whether that’s the family we are born into or the one we choose for ourselves.
Inspired by the current moment, it spotlights Basquiat’s vision of bold expression, activism through art and his desire, as he once said, “to be part of the family of artists.”
“Basquiat is one of my heroes,” said Coach Creative Director Stuart Vevers. “He embodied the creative, inclusive spirit of New York and was a force for change in his community. I am proud to celebrate his work and values and help bring them to a new generation.”
Basquiat left a significant impact on art, fashion and music, and his influence lives on. Bringing Basquiat’s artwork into a new generation, Coach dedicates its art-fashion collaboration into a one of a kind digital experience. For the first time customers can “play” with the artist’s original motifs.
Various Coach pop-up and stores around the world will be dedicated to the artist’s works created for the SS20 collection. Customers and supporters can scan a QR code in store to access the new digital activation that features a special AR filter which showcases the art of Jean-Michel Basquiat in a new and playful way. Using the filter, they can then place Basquiat’s artwork in a place of their choosing.
Coach has raised the bar with this unique campaign that gives customers a deeper sensory experience through art, fashion, and tech. Situating the customer in the center of the experience as collaborator, Coach created a innovative TikTok game exploring the work of Basquiat in a playful and interactive way. Coach China is the first luxury house to work with TikTok China on an AR Game.
China’s brand ambassador, Yangzi, has participated in this AR game, and her video received over 320K likes in one day. Over 30K videos have already been published under the campaign hashtag, with over 50M video views in 24 hours.
The heritage fashion brand has combined these digital experiences with the customers physical experience of the collection, further immersing them into the brand’s story and engaging them in new ways across different channels with more to come. You can activate the latest Coach x Jean-Michel Basquiat digital experience at a store near you.