Expect to take a small trip through time when Stuart Vevers begins his tenure at Coach. The newly named creative director will look to the brand’s 72-year heritage for inspiration.
Recalling his design background, he has always turned to fashion houses with distinctive legacies. He worked to add a youthful and fashion forward spin with respect to the house. Through that, he’s been behind some of the biggest “it” bags in recent years, including Loewe’s best-selling Amazona bag and Mulberry’s Gisele with Katie Hillier and Luella Bartley. “I felt a natural affinity when I sat down and I thought about Coach,” Vever explained to Women’s Wear Daily. “There was something very instinctive. My thoughts came together very easy. I followed during my career the work that Coach has done, and also the heritage of Coach. There’s something very authentic, very unique in the brand that is what I’m drawn to.”
Vevers plans to push the brand into luxury by developing more complete collections for Coach, including items for men and women in higher quality, luxurious materials. “We were looking for a seasoned creative director that came from design rooted in making fine products in accessories and ready-to-wear…and someone who was highly collaborative and understands our DNA,” chairman and chief executive officer of Coach Lew Frankfort said. “It became very clear to us that Stuart had a natural affinity for the equities of Coach. He understood us.”
With such a good understanding between Vevers and Coach, the anticipation for what’s to come is almost unbearable!