Image credit: Courtesy of Coach

We’re definitely getting loud for this. Today Coach announces award-winning actress, singer, producer, and entertainer, the inimitable Jennifer Lopez, as the new global face of the brand. Beginning with the Spring 2020 season, the 50-year-old will front the global advertising campaigns for the House across its famed leathergoods, ready-to-wear and footwear.

“I’m so excited for this collaboration with Coach,” Lopez said. “It is a timeless brand that I’ve always been a fan of and the upcoming collection really speaks to my personal style –– an uptown downtown mix.”

A coming together of two New York natives, both Lopez and Coach are shaped by their New York roots, with the former famously growing up in the Bronx (remember she’ll always just be ‘Jenny from the Block’), while Coach was founded in 1941 as as a family-run workshop in a loft on 34th Street in Manhattan.

But it’s not just the Big Apple where their similarities lie. Jennifer Lopez, one of the biggest stars in the world, has built her career and redefined industry standards by forging her own path and doing things her own way. Like the House, she shares a belief in possibility and authentic self-expression, something Coach has long championed. Known for its legacy of leather craftsmanship, quality and New York style, today Coach is defined by a spirit of optimism, inclusion and authenticity, pillars which very much align to Lopez.

“Jennifer is so authentic. She’s determined and she’s an original who has followed her own path to do things her own way –– she really embodies the attitude of Coach and our new campaign,” Coach Creative Director Stuart Vevers said. “I loved when Jennifer carried the Coach Signature bags in her 2002 video All I Have. She’s from New York like Coach, which creates another authentic connection with our heritage, and I’m particularly excited about bringing Jennifer and Juergen Teller together.”