Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

Now Introducing the New Coach Under Stuart Vevers

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Vevers via WWD

Coach named Stuart Vevers as Reed Krakoff's successor earlier this week, and a collective "who?" resounded. As the former creative director of the Spanish brand Loewe, Americans aren't expected to be savvy on him. But, as we noted before, his resume is chock full of experience in luxury brands.

Here's what he says we can expect from him: "My style is to take that heritage and to play it against modern references, youth culture, references that take things to a different place and make them relevant now. That's what I've always been known for in my work." As long as he doesn't pull a Hedi Slimane, and change the name, those changes should go over smoothly.

He's speaking to his design aesthetic, but for the overall brand, expect more rounded lifestyle offering. Coach has already started to expand into new categories including apparel, outerwear, footwear, watches, jewelry, and eyewear, along with its bread and butter, handbags, WWD reports. The roll out for men's and women's will be complete by the end of the year. WWD also reports that capsule collections will hit stores four times a year, though they don't have info on what they will be or who will design them.
&183; Coach Has a New Creative Director and It's Not Marc Jacobs [Racked]
· Stuart Vevers' Vision: Coach's New Man Talks Heritage [WWD]