In today’s world, fashion brands need to do more than just create clothes. They need to make a difference.

Corporate social responsibility is more vital than ever. We see consumers gravitating towards brands who pride themselves on transparency, sustainability, and above all, charitable. Last week, American super-brand Coach announced the launch of their Dream It Real initiative, a new campaign to support the next generation as they create the future.

“Inspired by the unique spirit of possibility, optimism, and inclusivity embodied by New York, the city where Coach was founded, the initiative is grounded in the brand’s belief in the modern American Dream – and the role the next generation will play in redefining it. Its work will support young people everywhere as they discover their dreams and take steps to turn them into reality,” the brand described in a press release. This new project will only add to the company’s ongoing philanthropic work through their foundation, which has provided more than $45 million to non-profit partners around the world over the last decade.

“Young people have shown us that they are capable of extraordinary things,” said Margaret Coady, Executive Director of the Coach Foundation. “We are excited to support and raise awareness of The Future Project’s work at a moment when so many young people are ready to take action on their vision of a better tomorrow, for themselves and for the world.”

For Dream It Real, Coach is partnering with national non-profit The Future Project, who aims to give an opportunity to younger generations to learn the scope of their impact and discover how to build a better future. The charity works with high schools across the US to place “Dream Directors” – trained coaches, leaders and organizers – that work with students to create passion-based Future Projects that bring their dreams to life.

“Today, we are proud to stand behind a mission to inspire and equip young people to take steps toward finding their passion and purpose,” said Joshua Schulman, CEO, and President of Coach. “Together, our employees and our associates are a community united by our shared desire to achieve our dreams – and to help others achieve theirs.”

This exciting new venture is fronted by Coach’s spokespeople Selena Gomez and Michael B. Jordan. The stars are scheduled to stop by partner schools over the next year and work with students as honorary Dream Directors. In recognition of this Hollywood commitment, Coach has donated $1.4 million to help the non-profit’s mission.

The global design house released a film directed by Beyonce’s Vogue cover photographer Tyler Mitchell, who captured students from around NYC in his signature rich, intimate style as they reveal their thoughts on the possibilities the future holds.

 

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Jane Bradshaw

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