Michael B. Jordan is having a great 2018, being one of the breakout stars from the US’s highest-grossing superhero movie of all time, Black Panther. Now he can add global face of Coach’s menswear to his resume.
This means that he’ll take on the expected duties, like starring in the brand’s advertising campaigns for clothing, accessories, and fragrance next spring. Jordan will also be involved with Coach’s philanthropic arm, The Coach Foundation. And, interestingly, he’ll also moonlight with the label’s creative director, Stuart Vevers, on “special design projects”—which, if they mirror his personal style, is very good news.
This announcement is a reflection of the new era of brand advertising, and especially the celebrity-brand relationship. Gone are the days when famous folks would just sit down and pose for some pictures, collect a check and call it a day. Today labels are asking for spokespeople to have a much more expansive role—they want to sign up celebrities who align with the brand’s ethos on a personal level.
“Michael is cool and authentic, and he really embodies the Coach guy,” Vevers said via a press release. “I’ve had the chance to get to know Michael over the last couple of years. He always looks great in Coach, so it felt really natural to build our relationship.”
Jordan echoed that sentiment: “I’m looking forward to jumping into the creative process and exploring fashion through a different lens.”