Gwyneth Paltrow is the new face of Coach in Europe and Asia

July 22nd, 2011

Images via Vogue Taiwan

There was a time when huge celebrities who largely avoided domestic advertising in order to maintain their pristine images for fans did ad campaigns overseas for big bucks and Americans were none the wiser. That time was before the Internet, and it has very clearly passed. Via Vogue Taiwan, we now have a peek at Gwyneth Paltrow‘s first ads as the international brand ambassador for Coach.

And although these ads were clearly shot in New York and feature a brand that does the overwhelming majority of its business stateside, these shots won’t be gracing the ad pages of American magazines anytime soon, which sort of makes sense from a branding perspective. American consumers already have a vision of Coach and a vision of Gwyneth Paltrow, and those two vision don’t necessarily intersect. And that’s fine, because Coach is already raking in bushels of money on its current, carefully crafted American branding.

But for an overseas audience that’s less familiar with the position that Coach has in the American fashion landscape, the fresh-faced, blonde, blue-eyed actress against a blurry, fast-paced Manhattan backdrop likely reflects exactly the combination of urbanity and Americanness that Coach would like its foreign customers to see when they look at one of the brand’s handbags. She certainly does look happy with her patent leather satchel.

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