Although Stuart Vevers is British-born, he is an apt interpreter of American appeal. Having landed his first job after graduation in New York, the creative director of Coach has returned to the fashion capital with a new eye as he is now at the creative helm of the American heritage brand.
“The dinosaur sweater is my absolute favourite — it’s off-hand and playful,” said Vevers.
Having been in charge as the creative director for over two years, do you see your vision for Coach much clearer?
My aim was to go in with a clear point of view. At Coach, the strongest idea was essentially about embracing the values of the brand and making them feel current. I want Coach to feel very much about today, and for the next generation.
Being English-born and working for a strong American brand, do you think it’s a perk to be able to interpret the “American” culture from a different perspective?
I’m influenced a lot by my perception of America when I was growing up. It’s very exotic to me. I’ve spent most of my career in Europe so that was actually a big part of what made taking over at Coach so appealing — how different a New York-based American heritage brand really is from the traditional luxury of European houses.
What do New York and Coach have in common?
They both embrace the spirit of individuality.
What do you like most about the city?
I love NYC’s pace and energy. I love to explore the next thing, what young people care about, and New York is great for that.
What are your main sources of inspiration?
NYC is an important reference for my work at Coach — its culture and counterculture are what I find most inspiring.
How do you beat creative block?
I love to travel and if I am ever in need of inspiration getting on a plane is always a good idea. Sometimes the act of removing yourself from your everyday environment is important.
As 2016 marks Coach’s 75th birthday, are we seeing more play with American style under your creative direction?
Yes, I want luxury to stand for something different at Coach than traditional European luxury. It’s about being distinct and saying something new. My exploration of cool Coach Americana is about being authentic as an American luxury house. Having a different point of view.
Coach Men’s Saddle Bag 38 in black is what Vevers carries now.
COACH 1941 Spring 2016 Collection
For Vevers, Coach 1941, the brand’s new luxury line, is “the ultimate expression of Coach. It’s where we can be the most innovative and really showcase what luxury and quality mean in a youthful, modern context”.
In its collection for Spring 2016, Americana is explored through its sense of freedom, landscape and
individuality. “This collection is really about the attitudes of the surf, skate and punk cowgirl,” Vevers told Muse about the ready-to-wear, outerwear and super-luxe bags line.
The melting pot presents an unexpected mélange of boy and girl, utility and luxury, past and present as well as the American counterculture itself.
“I liked the idea of very nostalgic, very American prairie florals. But we pumped up the colours to make them feel really bold and for today. We also mixed in graphic animal prints that have a surf punk attitude to push them further still,” the creative director added.
“Creating all the different combinations was really fun. With some pieces, we literally closed our eyes and mixed the prints together; ironically enough those ended up being some of my favourite combinations.”
Coach 1941 Camel Tea Rose Appliqué Outlaw 36 Satchel.
