COACH HITS THE RESET BUTTON: First came the clothes, and now, the campaign.
Coach under the creative direction of Stuart Vevers is definitely changing things up. The photos, which feature Vevers’ debut ready-to-wear collection, feature an “image-on-image” style, juxtaposing new portraits lensed by Steven Meisel against photos from Joel Sternfeld’s “Landscape With Path” series.
“It was important that it felt true to the spirit of the new Coach girl, but even more importantly was for people to sense a change,” said Vevers. “This is a reset.”
Vevers decided to feature up-and-coming models like Leona Binx Walton for the new look for Coach. “It’s about the next generation,” said Vevers. “To me, that also signaled a sense of change in newness and capturing these girls that feel fresh and new.”
“We’re not just a fashion brand,” he said. “We’re not just a brand with history. We’re a brand that has a very strong DNA as a house of quality, a house of leather and a house of craftsmanship. The photos represent who we are today and where we are going. It’s a youthful, Millennial consumer very much dressed in a modern expression of today’s workwear. And that’s how people globally are dressing.”