17 January 2020

Behind the scenes at making of Fabien Baron's campaign for the new perfume 'Coach Dreams'

Fabien Baron is internationally known for his artwork and stylish conceptions of fashion campaigns. As Coach longtime collaborator, Fabien Baron stood behind the camera (images, film) of the forthcoming 'Coach Dreams' perfume ads. The campaign and women's eau de parfum are announced to be released (in Austria) in February. The press information was printed on a classical map-like folder and sent together with a sample of the sunny scent as well as glittering pouch with the writing 'Coach Dreams - Live Yours'. The folder shows the visualization of the scent pyramid which starts with the top notes bitter orange, pear; heart notes gardenia and cactus flower; base note joshua tree. The olfactory terrain-like depiction with sketches of the ingredients' sources - flowers, fruits and tree, is surrounded by chapters such as about the advertising campaign shot in the desert outside of Los Angeles with the models Jean Campbell and Binx Walton who play two friends on a dreamy trip with stations like 'Travel to outer space'. The folder shows the models in several sceneries; at one, they wear helmets in astronaut style. "Coach Dreams is playful and lighthearted. Inspired by 21st century dreamers and their carefree and adventurous spirit, it celebrates the excitement of a road trip with friends." introduces Creative Director Stuart Vevers into the concept.

Image: The behind the scenes image from the making of the campaign shows the 'Coach Dreams' flacon - referencing vintage apothecary bottles, with to-do list starting with "Kiss A Cowboy" for the visualization of a sunny trip through the American West. Beside the perfume bottle (with the brand's silver horse carriage logo) at a car's front seat, a signature leather saddle bag by Coach. The press material with map-like media folder was sent together with a sample of the sunny scent 'Coach Dreams', eau de parfum, launch in Austria in February 2020.