Gwyneth Paltrow has been named the brand ambassador for the new Coach international campaign. The “Shakespeare in Love” Oscar-winner will appear in a print, digital, and outdoor ad series shot by Peter Lindbergh to debut this fall and next spring. The first images will launch in the fall to coincide with Coach’s 70th-anniversary campaign. Coach President and Executive Creative Director Reed Krakoff said in a statement Tuesday that Paltrow has the spirit, energy and elegance associated with Coach Inc.’s leather goods, footwear and jewelry.

“I grew up in New York City and I’ve always thought of Coach as the quintessential New York brand,” Paltrow said. “I’ll never forget getting my first Coach bag.”