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Coach has turned to Flowerovlove, the British singer, songwriter and model, to be the face of its fall Coachtopia campaign.
In a video for the campaign, she strolls past model Samia Hampstead and artist Ramisha Sattar, who are seated on a New York City stoop selling old items looking for new homes. Flowerovlove, who is holding an Alter Ego patchwork leather bag, stops for a peek and picks up a charm — in the shape of a flower, of course — to add to her bag.
The video features the song, “Girls Will Be Girls,” a cut from Flowerovlove’s upcoming debut album “Mini Skirt Warrior,” which uses fashion as a metaphor, with the miniskirt intended to serve as a symbol of femininity, vulnerability and personal power.
The campaign was photographed by Tyrell Hampton.
Flowerovlove (left) is the face of the fall Coachtopia campaign.
Courtesy
According to Coach, the film is intended to celebrate self-expression and individuality. And it also serves to shine a spotlight on Coachtopia, the brand’s circular sub-label that uses recycled, repurposed and renewable materials. The campaign highlights bags made from leather, suede, denim and cowhide scraps that the company uses to create a distinctive patchwork of one-off products.
Sustainability has become an important mission at Coach, which launched a (Re)Loved recycling program in the spring of 2021.
The 21-year-old Flowerovlove, whose real name is Joyce Cisse, was born in South London and made her debut in 2020. She has released three EPs and has won several awards including Artist to Watch at the 2022 A&R Awards, New Artist at the 2024 Music Week Women in Music Awards and was named a Vevo Artist to Watch in 2023.
