New In!
Yes, you heard it right. The musician takes over the Stuart Vevers lineup and becomes Coach’s newest global ambassador. The brand has officially announced Mexican-American artist Omar Apollo as the latest face to join its growing cultural roster, with campaigns spanning watches, eyewear, and fragrances launching this spring. Apollo embodies Coach’s long-standing ethos, “The Courage to Be Real,” a vision that has defined Vevers’ tenure through an emphasis on authenticity, youth culture, and self-expression.
From an independent rise to Grammy recognition, Apollo now joins a wider community of Coach ambassadors across music, film, and sport—figures selected for their ability to challenge norms and reflect modern identity. His global campaigns will debut with eyewear and watches in February, followed by a fragrance campaign in March featuring his tracks “Talk” and “No Good Reason,” further reinforcing Coach’s cultural-first strategy under Vevers’ direction.
PHOTO CREDIT: Ben Rosser
