Coach Inc. is no stranger to the buzzy campaign star with recent ads featuring the likes of Chloë Grace Moretz, Zoe Kravitz, Banks and Binx Walton, among others. But for fall, the brand is opting for a furrier star: Miss Asia Kinney, Lady Gaga’s Instagram-famous French Bulldog.

“I am so proud of Miss Asia,” said Gaga. “She’s a natural in front of the camera…I really love getting to watch my best friend be a star.”

Gaga’s canine companion is the first subject in Coach’s newest marketing initiative, “Coach Pups.” The campaign, shot by Steven Meisel, will feature an array of dogs “modeling” Coach’s fall handbag collection. “We wanted to create playful images that make you smile,” said creative director Stuart Vevers. “We were inspired by some images from the Coach archive, which featured Eddie — the dog that starred in the TV series “Frasier” — to create something joyful, with humor and character. That’s a spirit that’s uniquely at the heart of Coach.”

The campaign will appear in print, online and outdoor media beginning in July.

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