Was it Kid Cudi's infamous Coachella crop top that caught Coach's attention? Whatever it was, the rapper looks pretty at ease in the brand's "Dreamers" Spring campaign, which also includes actress Chloë Moretz.
A few images from the campaign have been released, and in one, we can see Cudder chilling with one of Coach's leather backpacks, and another with a printed laptop case. When paired with Coach's last campaign which starred Banks and Zoe Kravitz (among others), it's clear the brand is ushering in a newer ~cooler~ era, one that won't rely on your mom to maintain its bottom line.
The Cleveland-bred Cudi was formerly signed to Kanye West's G.O.O.D Music label, but he's strayed further away from hip-hop with his recent music, incorporating more eclectic sounds, and also focusing on acting roles. For example, he's set to make his Sundance debut in the upcoming film "James White."
Coach's creative director, Stuart Vevers, thought all of that made him a perfect fit for this new campaign. “Chloë’s free-spirited attitude and spontaneity make her a perfect incarnation of the Coach Spring ’15 girl, while Kid Cudi’s effortless ease and coolness could not better embody the spirit of the Spring ’15 men’s collection," Vevers said.