COACH Spring 2017 Ad Campaign Balances The Toughness Of New York With A Feeling Of Romanticism
For Spring 2017, the Coach gang has escaped the city for the day. Shot by longtime Coach collaborator Steven Meisel and framed against New York’s distinctive skyscraper backdrop, the city is seen in a misty blush pink from the edge of Liberty State Park.
Classic American vintage cars rest in a field of romantic overgrown flowers whilst the Coach girls wear pumped-up studded “roccasins” and booties with a rebellious attitude and carry their Tea Rose embellished Dinky and Rogue bags.
With windswept hair, the gang throws on Elvis T-shirts under soft prairie dresses with reverse prints. Their arms are laden with ad hoc bracelets, padlock charms and Americana-printed scarves—complemented with buttery-soft, sleeveless leather and varsity jackets. The Coach guys laze around in reworked leather varsity jackets and soft colorblock leather backpacks with the humming city behind them.
As with all Coach campaigns, there is a great respect for New York, the city Coach has always called home. It’s showcased through the lens of Meisel, with art-direction by Baron & Baron and styling by Karl Templer. The Coach gang—Lexi Boling, Wallette Watson, Hayett McCarthy, Cara Taylor, He Cong, and Anders Donatelli—personify the diversity and all-embracing attitude of the Coach girl and guy.
Coach Creative Director Stuart Vevers says, “For our spring campaign we wanted to celebrate the American spirit, independent thought and diversity—always tied to our home city, the melting pot of New York. Within our campaigns, there is a sense of tension— the attitude and thrill of New York— as well as a feeling of romanticism and a sense of limitlessness and freedom.”