Forget preppy stripes, poppy brights and in-your-face logos. Coach has a brand-new bag and creative director, who is putting an edgier, more streetwise spin on the classic American label.
British designer Stuart Vevers ushered in a new era for the $1 billion brand this month when he presented his first collection of clothing and accessories for Coach as New York Fashion Week got underway.
Vevers, a veteran of Louis Vuitton, Mulberry and Loewe, said the collection, which puts a bigger focus on clothing than ever before, is about re-establishing what makes Coach unique in the market.
One of those things is that Coach, founded in 1941, is an American luxury brand. And a lot of what I see people wear around the world are fundamental shapes that are American, whether its a denim jacket or a firemans coat or workwear, said the designer, who was inspired by the rugged clothing worn by characters in Stanley Kubricks The Shining, among other things.
The look was American-workwear-meets-sophisticated-luxury, though edgier and more streetwise than the brand was under former creative director Reed Krakoff.
The collection was heavy on outerwear, including Buffalo check blanket coats, shearling hoodies and twill firemans coats, paired with suede shearling urban hiker boots that were a hybrid sneaker-boot with Coachs signature turnlock fastenings. Underneath the warm layers were baseball jackets, wool miniskirts, patchwork suede dresses and retro-inspired sweaters. There were also fun extras, including cameo and leather feather necklaces.
For the dark, autumnal color palette, Vevers looked to Joel Sternfelds photos of 1980s America in the book American Prospects.
Vevers said he was also inspired by the women who collect vintage Coach purses. His new handbags seem to have a sturdiness and heft that was lacking in some of Coachs recent designs.
Vevers also studied the archives of famed Coach designer Bonnie Cashin, who worked for the brand from 1962 to 1974 and added several iconic handbag designs and hardware details. (He keeps a photo of her on his office wall as a reminder of how she is the guardian angel of the brand.) But ultimately, he did not want to dwell too much in the past.
I did some pieces early on, but they felt too reminiscent and didnt give enough of a feeling of change, Vevers said. So I kind of turned away, but hopefully still got some of the spirit.
The fall 2014 Coach collection will hit the brands flagship stores in September with prices from about $400 to $3,000.