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In the latest instalment of J Lo goes back to the Noughties, we bring you Lopez and a pack of BMXers. Delivering major Jenny from the Block realness, the pop superstar, clad in a series of sexy-tomboy tracksuits, stars in Coach’s new “Horse and Carriage” campaign, putting a fresh spin on the house’s first logo.
In lieu of horse-drawn carts, Coach creative director Stuart Vevers and photographer Tyler Mitchell landed upon bikes to show the label through a pop culture lens. Jennifer’s “That’s My Ride” campaign video plays out like a Lopez classic from her heyday: when string vests, cargos and flat caps all featured in the same look (revisiting Lopez’s early aughts music videos is an excellent decision you can make today). Sadly there’s no Ben Affleck in the Coach clip, but all the other J Lo tropes are there. Gargantuan gold hoops; tick! Honey-coloured highlights; you bet! Eye-watering ab flashes; weep! It’s enough to make you seriously consider a logo crop top.
Behind the scenes on the Coach “Horse and Carriage” campaign with Lopez and her biker friends.
Ben Rosser/BFA.com
Harnessing the power of nostalgia is a smart move from Team Coach, who also recreated a scene from Lopez’s 2002 track “All I Have” for its Christmas campaign. J Lo, a willing poster girl for the Noughties comeback, had been quietly making a case for throwback millenium-chic since the rebirth of her iconic Versace jungle-print dress on the spring/summer 2020 runway. Somewhere between Bennifer’s yacht summer holiday, during which Affleck recreated that famous bum-caressing scene from the “Jenny from the Block” video, and those rom-com worthy couples’ shoots in the autumn, Coach cottoned onto the marketing potential of Y2K Jennifer.
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Expect searches for hot-pink tracksuits to rise imminently thanks to Lopez.
Ben Rosser/BFA.com
But, as always, Vevers injects everything he does with warmth. A beaming Lopez looks glowing and resolutely herself, which is the best kind of endorsement for a brand growing stratospherically owing to its family of ambassadors (Megan Thee Stallion, Noah Beck, Wisdom Kaye and Kōki also star in other iterations of the “Horse and Carriage” campaign). “Joyful and optimistic, spring 2022 celebrates our house codes through the point of view of a new generation,” Vevers tells Vogue. “It expresses what I’ve always lovedaout Coach, which is the way our heritage can be a platform for individual expression and bold ideas that shape the future.” One, two, three… don’t be fooled by the rocks that she’s got; she’s still Jenny from the Block.
Another exclusive shot of Lopez on the Coach campaign shoot: doing baggy jeans like only she can.
Ben Rosser/BFA.com