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Black Panther supervillain Michael B. Jordan will be the new face of Coach. The first-ever global star of its menswear business, he will appear in campaigns for its men’s ready-to-wear, accessories and fragrance collections, starting with Coach’s spring 2019 season.
Jordan will also participate in philanthropy with the brand (the Coach foundation supports women’s health, childhood education, public parks and disaster relief), and he’ll help with design projects alongside creative director Stuart Vevers, meaning Jordan could step into a designer role with his own line.
“I’m honored to be joining the Coach family and have so much respect for Stuart Vevers’ vision,” said Jordan in a statement. “I’m looking forward to jumping into the creative process and exploring fashion through a different lens.”
The love was mutual, with Vevers lauding the Wakanda sensation. “Michael is cool and authentic, and he really embodies the Coach guy,” Vevers said in a statement. “I’ve had the chance to get to know Michael over the last couple of years. He always looks great in Coach, so it felt really natural to build our relationship.”
Jordan has already made waves as a style icon, wearing Armani and Piaget at Cannes and attending the 2018 Met Gala sporting Virgil Abloh’s pinstripe suit for Louis Vuitton. He attended Coach’s Spring 2017 men’s show and women’s show. Other Coach menswear faces so far include James Franco for his 2017 fragrance campaign and Kid Cudi in 2015.
Vevers joined the Tapestry-owned leather goods company in 2013 and has already scored other Hollywood collaborations. This announcement comes off the heels of Selena Gomez’s second collaboration with Coach, with her new ready-to-wear line and two bag silhouettes debuting in August. Gomez showed off her designer style with a rabbit motif across her Coach pieces – maybe Jordan will implement a panther.
Jordan next appears in Creed: II and Gen: Lock.
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