Get ready to add to the list of reasons of why you have a love/hate relationship with Gwyneth Paltrow. The all-American actress (and singer?) has landed a deal to be the face of the Coach brand. Just not in the United States.
The brand is trying to expand the solid footing it’s gained in America and stretch it all over the world. It’s one of the highest selling luxury brands in the country, and its creative director Reed Krakoff wants to replicate that in markets across the world. Paltrow’s campaign, which features print, digital and outdoor ads, will be targeted at potential customers in France, Spain, Portugal, the UK and, of course, China.
But the ads will have a distinctly American feel — even if some of Coach’s bags are cut and sewn outside the US. Peter Lindbergh (born German, FYI) shot the ads on a rooftop in New York City, and Paltrow, who’s also now the company’s global ambassador, said it was the perfect location for an international branding campaign.
“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.”
And if Paltrow plays her cards right, a million girls in Paris, Madrid, Lisbon, London and Beijing won’t forget, either.