Collins’ film gives viewers a visual journey through X’s career thus far by placing the artist in a series of scenarios intended to represent different since-closed chapters in his life.
“My whole career has been about breaking down doors, and this campaign represents everything I’ve overcome so far,” X said of his new Coach campaign. “It’s about walking into new chapters of life, new experiences, and new versions of myself, and it’s rooted in authenticity and self-expression—two things I really care about. It was really fun collaborating with Stuart and Petra to bring this to life.”
Coach’s Creative Director, Stuart Vevers, who considers both X and Collins to be “artists who have changed the world around them by being themselves.”