(Photo Credit: Coach)

J.Lo is the new Coach global ambassador

Fashion icon Jennifer Lopez has just expanded her kingdom into a new brand ambassadorship program. Replacing Selena Gomez, who previously held the position for three years, Lopez will be the new face for Coach, representing their accessories and ready-to-wear items.

From the brand’s perspective, it sounds like Lopez was an obvious choice. Their creative director Stuart Vevers explains that the brand really wanted someone who would build off of the authenticity that started with Gomez, and represent confidence and independence that the brand is focusing on going into 2020.

J.Lo represents the confidence of the brand perfectly and has been a long-standing symbol of power in the entertainment world. Vevers touches on her New York roots, which she shares with the brand, which really solidified the idea for the partnership.

Starting in the spring of 2020, Lopez will be the face of their campaigns and work to increase brand awareness through advertising. She may often appear alongside Michael B. Jordan, who was selected as the ambassador for Coach’s men’s line.

While Coach may not be at the top of its game the way it once was, the company has seen growth with its new use of ambassadors and influencers and by expanding its product arsenal. With the use of global ambassadors, the brand is likely to see an increase in engagement and sales.