By Harper’s Bazaar Singapore Team - published
As brands go, Coach is as close to heritage as America gets. It's celebrating its 75th birthday this year—a weighty reminder to its creative director Stuart Vevers that a reboot, revival, redo is what the brass at Coach are waiting for after years of wishy-washy sales. Vevers was born in England, and sometimes it takes an outsider to properly distill what is truly American and to then redefine what is American luxury—something he's been doing steadily since he took the reins a few seasons ago.
And what is more American than plumbing a high school, a sports arena, a rodeo and a biker gang for inspiration? Which is what Vevers did, pulling a thread through it all via smart detailed doctors bags, shoulder bags and saddle shapes and metallic loafers and ankle boots.
There was a lot going on here, each look offering something to sink into. Be it hockey patches sewn into shearling bombers, Native American intarsia sweaters, prairie plaids, rockabilly jackets and skirts or jackets with a varsity team spirit.
Here, variety was the spice of American life, and Vevers applied it liberally. The runways are directed at a more fashion-forward customer than the one who has been buying the turn-lock bags in the suburbs for generations. But as the European heritage brands can attest, there's a display case for every age.
What Vevers is injecting into the collection is a charm, irreverence and fun that should always be welcome in fashion. This is clothing, after all, not rocket science. It's meant to uplift. And if he can tap into a younger customer who can appreciate quality and won't mind sharing a label with her mom (and possibly grandmother), well, good for him.
From: Harper's BAZAAR US