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

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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.

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· Upon Further Inspection, the New Coach Is Kind of Incredible [Racked]