Michael B. Jordan became a brand ambassador for Coach in 2018. He recently designed and launched a new capsule collection with the brand titled “Blue the Great: The Art of Collaboration”. The collection is a partnership between Coach, Jordan, as well as his friend and LA-based artist and painter Blue the Great.
To introduce the collection, Coach released a campaign photographed by frequent Coach collaborator Shaniqwa Jarvis. The campaign features portraits of Jordan, Blue and friends— Khat and Frank Brim (beauty and lifestyle influencers), Lindsay Dawn (artist) and Tori Kirihara (artist) in an “open door” art gallery. The story repositions this traditionally exclusive place as a venue for collaboration and authentic connection. Inspired by the inclusive and optimistic spirit of New York and Coach, the campaign continues the house’s tradition of spotlighting the voices of up-and-coming and under-represented artists in its storytelling.
Both the collection and campaign recontextualize inclusivity in art—using the house’s heritage as a canvas to spotlight the importance of collaboration and friendship amongst the two artists––and the creative community at large.
The collection itself was inspired by Jordan’s personal style and Blue’s contemporary take on art. The all-gender collection concludes a range of ready-to-wear footwear, bags and accessories that combines the house’s heritage in craftsmanship with sportswear and streetwear in a limited edition drop. It features Coach’s iconic codes—Signature and Rexy—updated with Blue’s trademark mummy-wrapped art, as well as a tote crafted of 100 per cent recycled materials.
“We had worked with Blue as part of our Spring 2021 campaign, so I was excited to partner with him and Michael on this special collection,” said Coach Creative Director Stuart Vevers. “Mike and Blue have a great friendship, grounded in mutual respect for each other’s artistic approach. The combination brought originality, dimension and significance to this collection.”
“I’ve been painting since I was a kid. It’s crazy and pretty exciting to be able to put my spin on such an iconic brand like Coach. Whenever art and fashion mix exciting things can happen,” said Blue the Great.
Although the collection was released globally on 28th October, it has only recently been made available across all stores in India.