20-year-old TikTok star, Noah Beck, will be featured in Coach’s Spring 2022 campaign, alongside industry tastemakers, Jennifer Lopez, Megan Thee Stallion, Wisdom Kaye, and Kōki.
The brand’s Creative Director, Stuart Vevers, worked in collaboration with director and photographer Tyler Mitchell on the campaign, which reimagines Coach’s iconic Horse and Carriage code and first-ever house logo in a pop palette for a new generation.
Exploring the legacy of the house through a pop culture lens, “That’s My Ride” playfully evokes nostalgic ride scenes in movies and music that are now part of our collective imagination.
Featuring the Coach Family getting around town via their unique modes of transport, it sees Lopez biking with a posse of BMX bikers, Megan Thee Stallion battling it out on bumper cars at a seaside amusement park, and Wisdom Kaye and his TikTok super crew, including Noah Beck, joyriding around Brooklyn—all while celebrating the individual style and originality the cast bring to their daily rides.
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The campaign introduces the house’s Spring 2022 collection and Stuart Vevers’ vision for the season of American classics subverted through the lens of now.
“Joyful and optimistic, Spring 2022 celebrates our house codes through the point-of-view of a new generation,” said Vevers. “It expresses what I’ve always loved about Coach, which is the way our heritage can be a platform for individual expression and bold ideas that shape the future.”
We sat down with the teenage heartthrob turned internet sensation to discuss the ins and outs of his first-ever fashion campaign.
What motivated you to enter the fashion space?
I always had an appreciation for fashion growing up. As a student-athlete, I didn't always have the funds available to be able to wear the labels I aspired to, but I've always tracked what trends are popping off or how my style icons were dressing. Now I'm fortunate enough to be able not only to have grail items I never would have dreamt of owning before but am able to attend global fashion weeks and even be in campaigns with brands like Coach.
Why did you choose Coach specifically to be your first-ever fashion campaign? What questions do you ask yourself before representing a brand?
It all started at the Coach SS22 show in New York last year. I went to the show at Pier 76 and got to meet Stuart afterward. I love that it's a classic brand that has been able to reinvent itself and stay in the conversation with a younger generation. It was an honor to join a campaign that features Meg Thee Stallion, Jennifer Lopez, and more, not to mention working with photographer Tyler Mitchell. Before signing on to a campaign I always want to make sure the creative aligns and that the brand values match my own.
Is it challenging to stay authentic to yourself when a business relationship is involved?
I like to think I'm able to stay authentically myself in almost everything I do. There's always a give and take in business to make sure all parties involved are happy, but I haven't run into a situation yet where I feel I'm compromising my values or "selling out”.
How do you plan to further leverage your Tik Tok stardom for other opportunities in related industries?
TikTok has been a great launching pad for myself and plenty of others, and I still love making content on it. I've been able to try out a bunch of different things in the past year which has been a lot of fun. I'm definitely more focused on acting and hosting in 2022, and want to continue to explore more entrepreneurial endeavors.
Many people undermine the role Tik Tok stars such as yourself play in popular culture. Do you think your involvement in this campaign will change that misconception?
There will always be haters whenever you reach a certain level - it's motivating in a way. I'm excited for everyone to see the campaign and how much fun we had shooting it. My fans are super supportive and celebrate my success with me, and I think the Coach Spring 2022 Campaign will help further legitimize me in the fashion space.
Coach’s Spring 2022 campaign celebrates “the individual style and originality” of the cast. How would you describe your style, and in what ways does it differentiate you from the crowd?
Everyone on the campaign has incredible taste and a unique style. It's fun to see how everyone is able to express themselves differently through fashion. I'd like to think my style is very versatile. I definitely draw a lot of inspiration from European street style, but even if I'm in a hoodie I always try and dress it up a bit with pants or a nice set of boots.
The campaign aims to subvert American classics through the lens of now. How does your identity as a Gen-Z Tik Toker fit into this narrative? More broadly, do you view the work you do as a “subversion” of more traditional forms of entertainment?
It's so cool to see American classics and the iconic Horse and Carriage reimagined for the campaign. I don't necessarily think of TikTok or the content on the platform as subversive to traditional entertainment, but additive. It's fun when an audio clip from an iconic scene trends on TikTok, and it’s interesting to see how people are using the platform to reimagine the past. At the end of the day, TikTok is a huge driver of culture. It causes music, movies, TV, and fashion to trend off the platform. It's firmly a part of the pop culture narrative.
Photography by: Tyler Mitchell
