While many brands are going with young up-and-comers for their ad campaigns this season, Coach is sticking with someone just as classic, familiar and enduring as their handbags: Gwyneth Paltrow. Paltrow’s first ads for the brand hit international glossies last fall, shortly after she was named their International Brand Ambassador.

Like last season, Peter Lindbergh shot the campaign, which has a candid, out of focus feel. The ads were shot in New York on what appears to be a rooftop and despite the fact that they won’t be printed in the U.S. (except here, on the internet), they were inspired by our fair city.

We don’t completely understand why she’s wearing two handbags in the second photo (is that becoming a thing?), but she looks as fresh-faced and perfect as ever! What do you think of the ads?

Photos: Grazia