It finally happened. Former Disney star Selena Gomez has broken free from her entertainment past once again, this time to become the newest Coach girl. She’ll be gracing billboards, full-page ads, and the iconic company’s website to promote their new Swagger bag. It’s a major step in the teen star’s progression from tween idol to proven Hollywood woman. The prestige doesn’t come only from the privilege of featuring in an international campaign, but due to the towering reputation of Coach. Company head Stuart Vevers doesn’t cast just any celebrity to tote his products. You must be special, even more special than Gomez’s impressive boasting right of most followed person on Instagram. What was it about this young star that attracted Vevers and his venerable label? Here are a few reasons he put into words earlier this month.
Such a claim could not be made for all former Disney stars, but it applies pointedly to Gomez. Like fellow childhood star Zac Efron, Selena has made a point of honing her craft and tailoring her demeanor to shake off remaining scales from her immature past. It’s this determination and drive that drew Vevers to her in the first place and one of his biggest reasons for bringing her on as a Coach girl.
SHE SPEAKS TO A GENERATION
When you’re the most followed person on Instagram, it says something about your status as a millennial star. A few hit shows or engaging feed will get you a substantial social media following, but to retain the number one spot you must keep up more than shallow appearances. Clearly, Gomez has the looks and popularity to easily build a fan base, but there’s something magnetic about her presence that goes beyond the façade. Coach will only benefit from this coveted “it” factor.
In an age where rumors fly and true realness is hard to come by, Selena Gomez sets herself apart from many emerging Disney tweens by simply being genuine. There’s a stripped-down authenticity to her personality that adds extra power to that magnetic “it” factor. Her boldness in showing how she is just a person like everyone else comes across particularly well in behind-the-scenes footage, making her a Coach girl who can switch with ease from marketing officially on-camera to promoting bags off-set.
SHE’S THE PERFECT COMBO
When Vevers described the new Coach girl he was designing for, he gave her two distinct qualities. She’s one-half rebel and another half hopeless romantic. Those two descriptors sum up Gomez quite well. She’s one of those rare girls who can wear a T-Rex top with pink oval sunglasses and get away with it. In choosing her to helm their new campaign, Coach is declaring to the world that they’re serious about courting a younger generation.
SHE’S DROP DEAD GORGEOUS
Applaud her personality traits all you want, and they are quite impressive, but the clincher that helped Selena Gomez become the new Coach girl was her beauty. You can’t deny she’ll look great on a giant post in Times Square. She’s simply got that stunning a look about her.
Coach is changing the game with their new campaign. They’re going for twisted nostalgia with a new young rebel who brings with her millions of exuberant fans. Move over, Michael Kors. Selena Gomez is about to make Coach the brand of choice for millennial handbag enthusiasts.
— Timothy Vest