Considering how heavily Coach has leaned into its partnership with Selena Gomez, who serves as the celebrity face for the brand's womenswear, it's surprising that Gomez has had no menswear equivalent at the label in the past. But all that changed on Thursday: Coach just announced that actor Michael B. Jordan will be its first-ever global men's face of Coach.
Beginning with the Spring 2019 season, Jordan will appear in international ad campaigns for the brand's ready-to-wear, fragrance and accessory lines. Like Gomez, Jordan's contract will also include "special design projects" and "philanthropic endeavors," according to a release from Coach.
"Michael is cool and authentic, and he really embodies the Coach guy," said Coach Creative Director Stuart Vevers in a 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."
While Coach hasn't had an official male face of the brand before, it originally began as a men's accessories line. Quite likely, the brand hopes to boost its menswear business by tapping into the buzz surrounding the "Black Panther" and "Creed" actor.
"I'm honored to be joining the Coach family and have so much respect for Stuart Vevers’ vision," Jordan shared in the brand release. "I'm looking forward to jumping into the creative process and exploring fashion through a different lens."