See Michael B. Jordan's first campaign images as he debuts as the global face of Coach Men's


Michael B. Jordan is kicking of 2019 on a very fashionable foot. The stylish star has been named the first face of the Coach men’s label and fronts the brand’s new Spring 2019 campaign. The best part? PEOPLE has a behind-the-scenes look at his campaign.

“I’m proud to be the face of Coach men’s,” Jordan said in a release.

“I’ve been a fan of Coach for a long time and truly respect their inclusive and optimistic values,” he added. “I’m honored to be a part of Stuart’s vision and creative process.”

Credit: Courtesy Coach
Credit: Courtesy Coach

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For the campaign shot by photographer Craig McDean, the Black Panther actor, 31, channels the rugged Coach aesthetic in a series of images set backstage at a carnival against a sunlit desert landscape as the backdrop.

Credit: Courtesy Coach

Jordan models multiple pieces of Coach outerwear — including a colorblock shearling jacket, blue leather moto and patchwork bomber — along with multiple of new bags as he poses in front of an old school vintage car.

Credit: Courtesy Coach

“I’ve really enjoyed getting to know Michael over the last few years,” Stuart Vevers, Coach Creative Director, said. “He has been a true supporter of Coach so it felt like a really natural step to collaborate more closely and create a partnership we can take to the next level.”

Jordan joins Selena Gomez, who’s worked with Coach since 2016, as the newest member of the fashion houses’ family.