Gwyneth Paltrow will always remember getting her first Coach bag.

The Oscar-winning actress is the latest face of the luxury leather goods brand and says she will never forget the moment she got her hands on one of their coveted bags.

She said: "I've always really liked the brand, it's a very New York brand and I'm a very New York girl, it's a brand where, I think when you were younger you remember your first Coach bag."

Following Gwyneth's appointment - which coincides with the label's 70th anniversary - Coach's president and executive creative director Reed Krakoff praised the blonde beauty as "a natural choice" for the company.

He added: "She embodies the spirit, energy and elegance of the Coach brand."

Gwyneth's ad campaign for Coach - shot by Peter Lindbergh on a Manhattan rooftop - will be featured in select markets in Asia and Europe, including France, Spain, the UK, Portugal, and China.

Gwyneth follows in the footsteps of Kate Bosworth who has previously appeared in campaigns for the brand with Coach's creative director calling her "the epitome of distinctive American style and poise".