Coach has appointed Lola Tung as its newest global ambassador, strengthening a partnership that will see the actress front major campaigns across fashion, accessories and fragrance.
Coach has officially announced Lola Tung as its newest global ambassador, marking a significant milestone in the actress’s growing relationship with the iconic American fashion house. Following several successful collaborations over the past few years, the appointment confirms Tung as one of the leading faces of the brand and places her alongside an international roster of ambassadors from the worlds of fashion, music, sport and entertainment.
The partnership reflects Coach’s continued focus on working with young creative talent whose personalities and values align with the brand’s modern identity. Widely recognised as one of Hollywood’s rising stars, Lola Tung has quickly built a reputation for combining effortless style with an authentic approach that resonates with a new generation of fashion enthusiasts.
As part of her new role, Lola Tung will headline a series of high-profile campaigns that will introduce some of Coach’s most important launches over the coming year. Her first campaign as a global ambassador will debut this September, showcasing the brand’s latest eyewear and watch collections. The collaboration will then expand even further in July 2027 when she becomes the face of an entirely new Coach fragrance franchise.
Speaking about the announcement, Lola Tung expressed her enthusiasm for continuing a relationship that has developed naturally over time. The actress explained that working with Coach has always felt genuine and praised the brand for encouraging individuality and self-expression.
According to Tung, one of the aspects she admires most is Coach’s commitment to allowing people to embrace every part of their personality with confidence and authenticity. She also shared her excitement about collaborating more closely with the creative team and bringing her own perspective to future projects.
The appointment has also been welcomed by Stuart Vevers, Coach’s Creative Director, who highlighted the qualities that have made Tung such a natural fit for the brand. He described the actress as someone whose warmth, optimism and curiosity perfectly reflect the values that continue to shape Coach’s creative direction.
Vevers also noted that every collaboration with Lola Tung has introduced something fresh and unexpected, making it clear why the fashion house was eager to formalise a partnership that has steadily grown over the last few years.
The relationship between Coach and Lola Tung first began in February 2023, when the actress attended the brand’s Autumn 2023 runway show during New York Fashion Week. Her appearance immediately established her as one of the label’s emerging fashion favourites and laid the foundations for future collaborations.
That relationship evolved in October 2024 when Tung became part of the campaign for Coachtopia’s Alter/Ego collection. The project highlighted the sub-brand’s commitment to more responsible design by featuring bags created using the innovative Checkerboard Upcrafted Leather technique, which transforms small and irregular leather offcuts into new luxury accessories.
