Coach Taps Flowerovlove as Face of Fall Coachtopia Campaign

Coach has chosen the British singer, songwriter and model Flowerovlove as the face of its fall Coachtopia campaign, pairing a rising music artist with the brand's circular sub-label — a line built from recycled, repurposed and renewable materials. WWD

The campaign video, photographed by Tyrell Hampton, places Flowerovlove on a New York City street. She walks past model Samia Hampstead and artist Ramisha Sattar, who are seated on a stoop selling old items. Flowerovlove carries an Alter Ego patchwork leather bag — a bag assembled from the leather, suede, denim and cowhide scraps that Coachtopia turns into one-off patchwork products rather than sending to landfill.

The soundtrack is her own. The video features "Girls Will Be Girls," a track from Flowerovlove's forthcoming debut album, Mini Skirt Warrior. The album uses fashion as a metaphor; the miniskirt, she has said, is meant to symbolise femininity, vulnerability and personal power. According to Coach, the campaign film is intended to celebrate self-expression and individuality.

Flowerovlove, whose real name is Joyce Cisse, is 21, was born in South London and made her debut in 2020. She has released three EPs and has collected a string of early-career accolades: Artist to Watch at the 2022 A&R Awards, a Vevo Artist to Watch distinction in 2023, and New Artist at the 2024 Music Week Women in Music Awards.

Coachtopia sits inside the broader Coach business as the brand's sustainability-focused arm. The label draws on the (Re)Loved recycling programme Coach launched in spring 2021, which takes back worn bags and gives them new life rather than discarding them. The fall campaign's patchwork bags are a direct expression of that approach — each one is unique because the scrap material that goes into it cannot be replicated.

The campaign also connects to Coach's wider autumn offering. The house unveiled its Fall 2026 collection on 11 February inside the historic Cunard Building in downtown New York, a presentation that leaned into classic American style with leather and sheepskin jackets and reconstructed denim trousers.

For fans of Flowerovlove, the campaign lands as a preview of the debut album. For Coach, it puts a young artist who already has industry recognition in front of a fashion audience, at a moment when her first full-length record is on the horizon.