Coach has rolled out its campaign for Ramadan 2025, with Elyanna starring as the main feature as the brand's first Middle Eastern ambassador.Coach has launched its Ramadan campaign for 2025 featuring Palestinian-Chilean singer-songwriter Elyanna.
The collaboration comes as Elyanna’s multicultural background and her trademark qualities of authenticity, creativity and originality reflect the luxury fashion house’s brand purpose of the ‘Courage to Be Real’.
Coach claims to be a brand that encourages self-expression, one that urges its audience to ‘embrace all aspects of who [they] are with confidence, while inspiring others to do the same.’ As a result, the new campaign for the Holy Month hopes to introduce a fresh perspective on confidence, self-expression, and creating a positive impact on the world — all while staying aligned with the heritage and timeless codes of the house.
Set against vibrant blue and dusk skies, the campaign embraces the warmth and burning glow of the sun, inspired by the serenity and beauty of Ramadan evenings. Coach’s creative direction for this campaign was to capture Elyanna expressing her many selves in moments of confidence, authenticity and possibility, therefore telling a visual story that resonates deeply with Coach’s brand ethos.
“Collaborating with Coach has been amazing. It was a chance to bring my world into the mix — whether it’s the coins, henna, or my curls,” said Elyanna.
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This campaign also makes Elyanna the first brand ambassador from the Middle East region, marking a milestone in the brand’s global positioning.
“It’s been great to see how we could blend those elements with the brand’s vibe. Being the first ambassador from the Middle East feels natural, especially with a brand that values individuality and self-expression as much as I do,” she said.
Coach claims the Ramadan campaign seamlessly bonds Elyanna’s personality with Coach’s iconic products, including its Soft Grain Leather Chain Tabby Shoulder Bag.
Since its launch, the campaign has collected more than 40,000 likes and 300 comments, most of which draw positive sentiment with some reading “Coach is about to sell out this Ramadan,” “She makes anything look cool,” and “I love Coach even more now.”
