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Coach 1941 may show its men's collections in London, but the looks the brand typically sends down the runway are as All-American as it gets. It has been only nine months since Coach began staging runway shows for ready-to-wear, but today, Coach’s creative director Stuart Vevers debuted the brand’s fourth (third collection for men’s) for spring 2017. The designer managed to stay true to the Americana theme with 40 edgy looks centered around the cartoonish artwork of Gary Baseman (think studded, white leather jackets with hand-drawn designs and printed shorts with matching cardigans).
Famous faces from both sides of the pond were seated front row, and the brand adopted its own version of the see now, buy now trend that has enveloped the fashion industry as of late. See exactly what went down with five takeaways from today’s Coach menswear show:
1. The Set:
Guests arriving at London’s Lindley Hall walked into a striking set that featured a wrap-around backdrop of a midwestern sky. Seating assignments included those cute, oversized T-Rex keychains Coach popularized during its pre-fall collections — this time in black and red.
2. The Front Row:
The front row included some famous Brits, most notably Kate Moss and “Hunger Games” actor Sam Claflin. American actor and “Creed” star Michael B. Jordan was also in attendance, decked out in Coach gear including a shearling bomber and yellow and black button-down cardigan.
3. Artistic Collaboration with Gary Baseman:
Coach collaborated with the artist Gary Baseman on custom-painted pieces and prints for the runway collection. He shared the overall direction and inspiration behind the collection on his Instagram account after the show, describing it as “Bad boys with a lot of love”:
BRAVO, Stuart Vevers & Coach!! Bad Boys with a lot of LOVE!! Thank you @StuartVevers for again allowing me to be your Muse! I haven't slept for 3 days but it was worth it to collaborate with you to create FASHION that represents INDIVIDUALITY & the REBEL SPIRIT! Embracing the best aspects of the AMERICAN ETHOS while not afraid to get ROUGH. @Coach #CoachxBaseman #MensSpring2017 #fashion #london #england And Love to @keithysunderland & the entire #Coach gang
4. The Punky, Cartoonish Prints:
Some of Baseman’s prints included yellow smiley faces with fangs and cartoonish skulls. The paintings seemingly came to life on everything from leather jackets to oversized leather tote bags.
5. See Now, Buy Now Limited Edition Pieces:
The Coach brand hasn’t fully hopped onto the see now, buy now bandwagon like so many other designers, including Tom Ford and Burberry’s Christopher Bailey. In fact, in a panel discussion just last month, CEO Victor Luis said he doesn’t believe in the concept. But the brand did adopt it’s own take on the practice by offering a select number of exclusive, limited-edition pieces from the collection online after the show wrapped. You can get your hands on Baseman’s custom-painted moto jackets and totes, printed T-shirts, and bag charms from the collection right now over on Coach’s website. Kate Moss holds one of the bags below: