Rina Sawayama is the iconic face of Coach’s Pride 2021 collection – along with Bob the Drag Queen

Rina Sawayama and Bob the Drag Queen appear in the campaign for Coach's 2021 Pride collection. (Instagram/Coach)

Luxury retailer Coach has released its “Pride Is Where You Find It” collection for 2021, with a star-studded campaign.

LGBT+ stars including Bob the Drag Queen and Rina Sawayama appear in the Pride campaign for Coach, which features stunning apparel and accessories.

The collection is now available and you can shop it at coach.com or uk.coach.com.

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It features more than 20 products including sneakers, slides and bags with the brand’s new rainbow signature logo.

There’s also a ringer t-shirt featuring a T-Rex against the backdrop of Coach’s Pride design for 2021.

Other items in the collection include bag charms, cufflinks, a phone case and a backpack, with prices starting from £12.50.

In the campaign video Drag Race winner Bob talks about her chosen family, saying: “When I got to New York I started competing in the local drag shows, and I started meeting other queens.

“We would go to diners together, we would sew together, support each other at each other’s drag shows. And that’s where I found my community.

“If you’re still looking for your chosen family remember, there’s a tribe for you. There are people who love the things you love and do the things you do.”


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Pansexual popstar Rina Sawayama who previously released a track entitled “Chosen Family” also features in the campaign.

In the clip she says: “Chosen family is the people who saved me at university.

“We went out on the first ever drag night […] it was amazing and I remember being like ‘wow, I feel so free’ and I didn’t actually know why at the time.”

She goes on to say that her fans at the front row of her shows, who are screaming back the songs to her that she “wrote about being queer,” remind her of that chosen family.

The campaign also sees Coach team up with ballroom pioneer Jack Mizrahi, vogue dancers London Mulan, Iggy Ross, Sky Hernandez, Atlanta-based pageant queen Stasha Sanchez and 13 Reasons Why actor Miles Heizer.

Coach has confirmed it has made donations to the Hetrick-Martin Institute, Albert Kennedy Trust, Point Foundation and CenterLink Community of LGBTQ Centers.

The brand says: “All four organisations create empowering spaces, both online and IRL, to ensure LGBTQIA+ young people have access to their chosen family.”

To shop the Coach Pride collection head to coach.com or uk.coach.com.