- Coach has named Lola Tung its newest global ambassador, expanding her role to cover eyewear, watches, and fragrance, announced July 29, 2026.
- Tung debuts in Coach's eyewear and watch campaigns this September; she'll front the brand's new Coach Forever fragrance when it launches in June 2027.
- The role builds on a partnership dating to 2023, when Tung first became the face of Coachtopia, Coach's sustainable, circular sub-label; she'll keep working with Coachtopia going forward.
- Tung joins a growing bench of young Coach ambassadors, including Elle Fanning, Charles Melton, and Storm Reid.
Coach has named Lola Tung its newest global ambassador, expanding her role at the house to cover eyewear, watches, and fragrance.
The news, announced July 29, 2026, builds on a relationship between the 23-year-old actress and Coach dating back to 2023, when she first fronted campaigns for Coachtopia, the brand’s circular, Gen Z-focused line.
“I’ve loved getting to work with Coach, and I’m excited to take this next step together,” Tung said in a statement. “I’ve always admired how Coach encourages people to express every side of who they are with confidence and authenticity.”
Tung debuts in Coach’s eyewear and watch campaigns this September, then fronts the brand’s upcoming Coach Forever fragrance when it launches in June 2027. She’ll continue collaborating with Coachtopia as part of the expanded deal.
Speaking with Harper’s Bazaar about trying watches for the first time, Tung said her mother had tried for years to get her into them: “Being part of this and seeing watches as cute statement jewelry has made me become a watch-wearer… I feel very elevated and very sophisticated.”
The Summer I Turned Pretty star has kept busy beyond acting. She recently reprised her role in a Foot Locker x Adidas spring sneaker campaign, her second with both brands, and remains an American Eagle Outfitters ambassador, a partnership dating to 2023.
For Coach, Tung joins a growing bench of young ambassadors. Elle Fanning and Charles Melton have fronted the brand’s “Unlock Your Courage” and 2025 holiday campaigns, while Storm Reid became the face of Coach’s women’s fragrance line, recently starring in the Coach Cherry Parfum campaign.
The brand also just launched &Coach, a Gen Z content series starring Charli XCX, Paige Bueckers, PinkPantheress, and Angel Reese.
On screen, Tung’s slate includes the A24 film Please, horror-thriller Forbidden Fruits, indie Chasing Summer, and a forthcoming Summer I Turned Pretty movie.
Takeaways
Coach is betting on continuity here, not a fresh face. Rather than parachuting in a new name, it’s promoting someone whose journey with the brand audiences already watched unfold: from Coachtopia’s colorful, circular pieces to a “grown-up” role spanning eyewear, watches, and fragrance.
Stretching the rollout from September campaigns to a mid-2027 fragrance debut turns this into a slow-build narrative rather than a one-off drop, and it mirrors a broader industry pattern: heritage brands increasingly prefer multi-year “coming of age” stories with one face over splashy single campaigns.
Does a slow-build ambassador role feel more authentic to you than a one-off campaign? Will an 18-month wait for the Coach Forever fragrance campaign build anticipation, or let momentum cool?
