Watch: Selena Gomez looking mighty fine in her inaugural Coach campaign

Buro exclusive

Text: Andrea Sim

The campaign girl gets ready to paint the town red with some help from Coach

When given three tries to nail down who the most followed personality is on Instagram, it's usually the Jenners and Kardashians that come to mind. Kim, the head honcho of the hit TV series. Kylie, the underdog turned makeup mogul, or perhaps Kendall, the lithe sister fronting fashion campaigns left, right and centre. They are, by all means, smart guesses. But in reality (pun fully intended) it's Selena Gomez — the wholesome multi-hyphenate who grew up well in the public eye like many a child star — who is the top dog of social media. 

Selena Gomez for Coach fall 2017 campaign

Under the direction of Stuart Vevers, Coach announced late 2016 that Gomez was to become the face of the American brand reinvented — a move in line with the youthful mash-up of punk and kitsch infused with brand heritage Vevers has churned since his entrance. And now, the big unveiling. Lensed by Steven Meisel, Gomez personifies the urbane wanderer (below) and the quintessential city babe dolling up for a raucous night out (above), the world her oyster. It is flirty, inching towards the risqué, an on-the-pulse sketch of the brand's New Yorker spirit.

Selena Gomez for Coach fall 2017 campaign

"Selena is a rebel and a romantic, a dreamer and a doer who boldly charts her own course," creative director Vevers explained. "To me, she speaks to a generation; she connects."Selena Gomez for Coach fall 2017 campaign

And connect she will, not just with the 122 million followers she influences on Instagram, but to people the world over. The story of a young, Texan town girl catapulting to global recognition is at its core an inspiration to transcend our prescribed milieux and seize the day.

Watch her Coach campaign video above.