Coach has named Lola Tung its newest global ambassador, extending a relationship that began through earlier appearances and her work with Coachtopia. The appointment places Tung within Coach’s international group of ambassadors from fashion, music, sport and film. The brand describes her as one of Hollywood’s most exciting young talents and points to the emotional range and personal style she brings to her projects.
NEWS
The actress will appear in campaigns for Coach eyewear and watches, and the brand will launch her first images in September. She will also front a new Coach fragrance franchise when its campaign arrives in July 2027.
Tung said she has enjoyed working with Coach and welcomed the chance to take the relationship further. She praised the brand for encouraging people to express every side of themselves with confidence and authenticity. She also looks forward to collaborating with the team and contributing her own perspective to the projects they create together.
Creative director Stuart Vevers said he has enjoyed watching the partnership develop over the past few years. He described Tung through her warmth, optimism and curiosity, qualities that he believes connect naturally with Coach. Vevers also noted that she introduces something different each time they collaborate and expressed interest in developing the work they have already begun.
Tung’s relationship with Coach began in February 2023, when she attended the brand’s Fall 2023 show during New York Fashion Week. In October 2024, she moved from the front row into campaign work for Coachtopia’s Alter/Ego collection, carrying bags made with the sub-brand’s Checkerboard Upcrafted Leather technique, which repurposes small and irregular leather scraps.
The next phase begins in September with the eyewear and watches campaign. In July 2027, Tung will lead the launch campaign for the new Coach fragrance franchise. The projects define her first year as a global ambassador and turn a multi-year collaboration into a formal role within the brand.
