When the luxury leather goods brand Coach announced Michael B. Jordan as its first ever global face of menswear last year, the world rejoiced. Or at least we at GQ did.
Naturally, as major fans of both the acclaimed actor and the rock'n'roll Americana brand, we’ve been watching their every creative move since. And the latest project they've had up their sleeves surely didn’t disappoint.
In a new campaign for Coach, the fashion house called on director Spike Lee – who finally walked away with his first Academy Award just over a week ago – to shoot a short film with Jordan at its centre.
In the minute and a half movie, the Black Panther star is the embodiment of the classic Coach guy, looking stylish as ever, decked out in what is no doubt the luxury brand he represents – and Jordan does it oh-so-well, if we might add. We’re definitely eyeing that leather jacket.
Fashion moment aside, the film sees Jordan riding a motorcycle in the desert until he stops to get off. He walks towards two rocks engraved with the words “evil” and “hatred”. He chucks them away. Walking on, he finds more stones with negative inscriptions – “bigotry” and “lies”. Clearly frustrated and upset, he hurls them away.
The symbolism is powerful and moving, with Lee's direction complementing the narrative beautifully.
“Collaborating with the iconic Spike Lee on this short film for Coach was an inspirational experience,” said Jordan. “Spike’s art has moved the cultural dial for decades. I’m proud of the powerful messaging of this film and to be working alongside a brand that cares about putting that narrative into the world as much as I do.”
We’ll leave you to discover the ending of the short film below.
What we will tell you is that we too champion the positive message behind the campaign and that we’re certainly here for a partnership that emphasises values of inclusion, optimism and courage.