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.

or
clock menu more-arrow no yes

Filed under:

First Coach Ads Under Vevers Are As Fancy As the New Bags

New, 2 comments

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 Vox.com, 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.

Feast your eyes on the very first campaign images from "new Coach." Under the creative direction of recent hire Stuart Vevers, the brand has pulled out all the fashion stops, hiring a Vogue-editorial worthy staff including Steven Meisel behind the lens, Pat McGrath on makeup and Guido Palau on hair.

Meisel's model portraits are layered over images from Joel Sternfeld's 2000-2001 High Line series "Landscape with Path" because 1.) Art, and 2.) his snaps were "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." Is that a big, fat rebranding metaphor?

Vevers says the campaign reflects, "the new spirit of the Coach girl—effortless, youthful, personal, authentic and innately cool." Have a look for yourself at the teaser after the jump, and don't be surprised to see a big, big push in the September glossies.


· Coach To Close 70 Stores In North America [Racked]
· Coach to Raise Bag Prices Because $500 Bags Are for Peasants [Racked]
· Upon Further Inspection, the New Coach Is Kind of Incredible [Racked]