Jennifer Lopez’s latest Coach campaign is a family affair! The Hustlers actress was joined by her mother Guadalupe “Lupe” Lopez and her 12-year-old twins, Emme and Max, whom she shares with her ex- Marc Anthony, for the “Coach Family” campaign. The global advertising campaign celebrates stories of togetherness, relationships that endure and the power of modern families. With its launch, the fashion brand is focusing on the value and meaning of family in a time when “communities have never been more important.”
“Coach has given me an opportunity to reflect on three generations of love and appreciate the blessings that I have,” Jennifer said in a statement. Despite the “chaos” of 2020, the mom of two admitted that she’s never felt closer to her family. Jennifer confessed, “In a year like this year, where there is so much chaos, so much change and uncertainty just happening all around us, family is all about having a constant source of love and light for each other. I have never felt so close to my family or so dependent and needing them as I have during this time in my life.”
“At this moment, it feels important to re-examine our values,” Coach Creative Director Stuart Vevers added. “To me, fashion, at its best, has always been about community, creativity and building lasting relationships. I am proud to share stories with our Coach Family about the people that matter most in their lives—relationships that are authentic and timeless.”
The new campaign, which highlights bags and footwear from Coach’s Fall 2020 collection, was released as a series of unfiltered stills and films that were inspired by home videos.
Describing what a modern family looks like to her in the campaign video, Jennifer said, “There’s not one single definition.” She continued, “It’s not about perfection. It’s about acceptance, where everyone can be their true, authentic selves around each other. I mean, look at us!”
Jennifer took to social media on Thursday to share a behind-the-scenes video from the campaign shoot featuring her posing on a tire swing with her son and daughter. Alongside the clip, the Maid in Manhattan star wrote, “✨ I had a dream, I got everything I wanted. 💛 #CoachFamily #BTS @coach.”