Coach x Lola Tung: Why the Alter Ego Campaign Is Everything We Want This Summer

The latest Coach campaign featuring Lola Tung and her alter ego is a brilliant example of storytelling and branding done right. And while the Coachtopia campaign began in Fall 2024, Coach nailed the timing this summer by unveiling a new product—the Alter Ego Small Shoulder Bag, made from recycled leather—just as Lola returned to screens in the final season of The Summer I Turned Pretty. Here’s why this strategy has been such a hit with younger audiences.

1. Perfect Timing + Cultural Relevance

Lola Tung is incredibly relevant right now. With the return of The Summer I Turned Pretty, fans are emotionally invested and ready to dive back into Belly's love triangle. Coach leveraged this moment perfectly by releasing a fresh wave of campaign assets—featuring Lola’s new “alter ego”—in tandem with the show's return. It wasn’t just a seasonal campaign—it was a cultural one.

2. A Relatable, Romantic Heroine

Belly is the type of character who feels real. She’s down-to-earth, deeply in love, and fumbling through life like so many Gen Z and even Gen Alpha viewers. Her character taps into universal themes of summer love, longing, and nostalgia. It's the kind of story Gen Z connects with—and Coach leaned into that sentimentality through creative storytelling.

3. Representation That Resonates

Lola Tung as an Asian female lead in a major romantic franchise is still, unfortunately, rare. And that visibility matters. Coach featuring her as the face of their campaign underscores the message: anyone can be the main character. Gen Z, a generation that values inclusivity and diverse representation, sees themselves reflected here—and they’re paying attention.

4. Eco-Conscious Branding That Aligns With Gen Z Values

Coach’s Coachtopia line is all about circular fashion—reusing, recycling, and reimagining materials. In this case, the Alter Ego bag is crafted from the leather of a previous Coachtopia product. That’s not just innovative—it’s symbolic. In the campaign, two versions of Lola face off: one holding the original, and the other with a reinvented version. It’s a subtle, powerful metaphor for renewal, growth, and mindful consumption.

And it's not just for show—sustainability truly matters to Gen Z.📊 According to First Insight and the Wharton School, 73% of Gen Z consumers are willing to pay more for sustainable products.

Coach didn’t try to change Gen Z’s values—they leaned into them.

5. Smart Storytelling Meets Strategic Product Launch

The “Alter Ego” campaign is more than a product push—it’s a creative narrative. It taps into identity, nostalgia, and sustainability all at once. And by making the bag a literal transformation of something old into something new, Coach cleverly ties product innovation to emotional storytelling.

Gen Z’s love for thrifting, vintage style, and eco-conscious buying behaviors is met with a campaign that feels both fresh and aligned with their ethics.

The Verdict: Coach Gets Gen Z

From timing and representation to sustainability and storytelling, Coach hit every mark with its latest campaign featuring Lola Tung. The product speaks to younger buyers’ values. The story mirrors the emotional themes they love. And the face of the campaign is someone they admire and relate to.

It’s not just a fashion moment—it’s a cultural one.