COACH unveils its first campaign created under the tenure of Creative Director Stuart Vevers, shot by legendary photographer Steven Meisel and conceived by New York luxury branding agency Baron & Baron. The campaign features Stuart Vevers’ first collection of Ready-To-Wear and accessories for the brand. Wearing the collection are some of fashion’s brightest new stars including models Lexi Boling, Leona Binx Walton, Vanessa Mood, Harleth Kuusik, Gracie Van Gastel, Issa Lish and David Alexander Flinn.
It incorporates the images of Joel Sternfeld, whose cinematic landscapes of America also informed the direction and understated color palette of Vevers’ first collection. Meisel’s highly personal portraits are placed against images from Sternfeld’s series “Landscape with Path”, which feature New York landmark, the High Line, an elevated garden walkway on Manhattan’s Westside, photographed over the course of a year in 2000-2001 and considered important catalysts in conveying the potential for the space as a public space, which helped convert many people into supporters of the movement to save it from demolition.
The campaign brings together some of the industry’s most celebrated and respected creative talent, who were also integral to the brand’s well-received February New York Fashion Week presentation, including art direction by Fabien Baron, stylist Karl Templer, make-up artist Pat McGrath and hair by Guido Palau. Shot in the brand’s home of New York City, at Snug Harbor Cultural Center and Botanical Garden, Meisel’s images feature a number of landmark buildings on the north shore of Staten Island and feature portraits that celebrate a girl’s individuality and highly personal sense of style. These will appear alongside still life images of the season’s most important bags, including the Rhyder.
Creative Director Stuart Vevers said, “I’m thrilled with the campaign. It captures the new spirit of the Coach girl - effortless, youthful, personal, authentic and innately cool. There’s a sense of freedom mixed with a touch of nostalgia in the images that are layered in a modern and distinctive way. The combination feels fresh and confidently expresses our new vision.” Artistic Director Fabien Baron added, “Coach is a wonderful brand with such an authentic, rich heritage. It’s a pleasure to work with a team as visionary as Stuart and Victor, to create something that captures a pure vision of America, that’s so relevant around the world yet feels very modern, youthful and personal.”
Victor Luis, Chief Executive Officer of Coach, Inc., said, “I believe we’ve captured images that will engage style focused customers around the world, as well as build ultimate desirability for Stuart’s collection and our bags. New York City is the home of Coach and has been at the heart of our brand for the last 74 years. We’re incredibly proud to support the High Line, an important city landmark that serves our community and those who visit it, so it’s wonderful to be able to celebrate that partnership as we enter a thrilling next step on our journey.”