Coach yesterday announced Chinese singer and dancer Liu Yu as its new fragrance ambassador in China. The campaign shows Liu interpreting Coach’s signature fragrances through choreography. Directed by photographers Jiang Nan and Xueyang Ni, the visuals highlight individuality and self-expression. Liu gained fame as the winner of Produce Camp 2021 and member of boy group Into1, and now has over 5.35 million Weibo followers.