Wear Your Shine

A campaign introducing the Coach Shine collection of metallic and expressive bags, ready-to-wear, and accessories. Starring Jennifer Lopez, Dove Cameron, Lil Buck, Youngji Lee, and Yanfei Song.

Part of the brand’s “Courage to Be Real” platform, the campaign inspires customers to silence their inner critic and express themselves authentically—positioning fashion as a tool not only for personal expression, but for personal empowerment.

I managed all site, email, and romance copy and implemented a phased, organic social strategy for the duration of the two-month campaign (featuring over 100 posts).