Oh, come all ye peasants, and gather round, for our Peasant Ambassador has an announcement! Dame Gwyneth Paltrow has been named the new face of Coach! How… gauche. She used to be the face of Tod’s, for the love of God. At least when she represented Tod’s, she knew that a peasant would have to shell out four-figures to buy one of her recommended purses. But Coach? Some of those things go for a peasant-friendly $100. GASP. And some are made from (EEK!) nylon. Oh, how the mighty Goop has fallen.
From “Glee” cameos to penning a cookbook and launching a career in country music, Gwyneth Paltrow is clearly looking to cultivate a wider audience and her latest move fits that bill. Coach Inc. confirmed that Paltrow will also serve as a brand ambassador for the international campaign to mark its 70th anniversary this fall and next spring.
Shot by Peter Lindbergh on a Manhattan rooftop, the print, digital and outdoor ads will only be used for select markets in Asia and Europe, including France, Spain, the U.K., Portugal and China.
“I grew up in New York City and I’ve always thought of Coach as the quintessential New York brand,” Paltrow said. “I’ll never forget getting my first Coach bag.”
The images will break in international September books. Coach’s president and executive creative director Reed Krakoff called Paltrow, who in the past played model for Tod’s and Christian Dior, “a natural choice.…She embodies the spirit, energy and elegance of the Coach brand,” he said.
“I grew up in New York City and I’ve always thought of Coach as the quintessential New York brand…I’ll never forget getting my first Coach bag.” Ugh. Gwyneth continued, “My first Coach bag was given to me by my spiritual advisor/admirer when I was six years old. I asked my father, ‘What is this tacky thing?’ And he said, ‘Don’t worry, my beloved, we’ll bedazzle this junk with rubies and diamonds, so it will be worthy of you.’ So that was my first Coach bag, and it’s so bonkers (as they say in cultured London), as I was just telling my best friend Beyonce the other day, ‘Isn’t it funny that poor people can’t afford Hermes?’ And Bey said, ‘You should do something about that, love. People need you to speak out on this issue!’ So I asked for counsel from my bestie Deepka Chopra and he said ‘You, my dear Gwyneth, would be a good fit for Kate Spade.’ Isn’t that brilliant? But Madame Spade and I talked about it as we were making caviar meringues, and we decided it wouldn’t be the best fit. Finally, my dear best friend the Dali Lama called me on my rotary and said, ‘I’ve got it, dear princess, you shall be the face of Coach!’ And so it all happened for me, because everything is always about me!”
Photos courtesy of Fame.