COACH AW2016/17 Ad Campaign
Coach AW2016 ad campaign featuring designs that debuted at the men’s and women’s fashion shows, the images evoke a spirit of optimism and energy, set against a wistful New York City skyline. The campaign showcases the Men’s and Women’s Collection of ready-to-wear, accessories and bags designed by Creative Director Stuart Vevers. Lensed by renowned photographer Steven Meisel, styled by Karl Templer and art-directed by Baron & Baron, the images were shot on location in Brooklyn.
The mood of the collection feminine and tough is reflected in the backdrop of the photographs; nostalgic, retro American cars face off against a bold New York City skyline. The campaign is cast with models full of personality and attitude, including Rianne Van Rompaey, Sandra Schmitt, Jing Wen, Caitie Green, Dilone and Finnlay Davis. These diverse fresh faces are depicted as a gang full of youthful rebellion and optimism, drifting around their local parking lot.
The Coach gang's look is a mix of old and new, hard and soft, cool and classic. Workwear-inspired patchwork and oversize shearling coats are layered over feminine silks and strong, sporty Varsity jackets are worn with delicate, colorful tea dresses. The Rogue bag, a stellar new Coach 1941 design, is toughened up with studs, rivets and patchwork.
Creative Director Stuart Vevers says, "Coach is about New York City. The word 'cool' as we know it and Coach were both born in the city in 1941 and they've both had 75 years of swagger in pop culture." Vevers adds: "I wanted to capture that pop sense of cool in this collection. It's about ease, utility and fun - a type of creative subversion and bringing a new perspective to luxury."