Coach has launched a new campaign,”Find Your Courage”, pairing virtual influencer imma and celebrities including Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan to showcase its new Spring collection.

Set in a virtual universe, the campaign features a story about finding the courage to discover what it means to be real in your own way.

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The campaign, which takes place between physical and virtual worlds, hopes to inspire younger generations on what it means to be “real” and “the courage it takes to navigate and embrace the complex layers of identity”.

Across five campaign videos, the virtual influencer will visit the virtual world of each brand ambassador and learn about their unique “superpower.”

As a result, the first video features singer Lil Nas X and a virtual, life-sized chess board as the he teaches imma to “change the game.”

Coach Global Chief Marketing Officer and North America President, Sandeep Seth, said: “‘Find Your Courage’ is meant to inspire our consumers to seek out all possibilities for who they can be, despite the tensions and expectations in life they might feel.

“For us, imma is the perfect ambassador to tell this story because she is challenging the notion of what we consider ‘real’ today. Her journey in our campaign takes us into a new world that pushes the boundaries of self-expression and inspires us along the way.”