Sometimes, a fresh approach can mean looking into your rearview mirror, and for the newly appointed creative director Stuart Vevers at Coach, that meant taking a look at what's made Coach one of America's most important heritage handbag lines. Any bag lady worth her salt can tell you that the best Coach purses are vintage ones, and Vevers has been taking a look into the archives to figure out what silhouettes and hardware could be reimagined on new offerings. His latest collection, The Rhyder, combines certain moto elements with a classic satchel shape made in the heavy, thick leather and with the turn-lock closure for which throwback Coach bags were known. Coupled with a focus on apparel (especially outerwear), the new era of Coach is seeming less mall-Moms-at-brunch and more downtown-baes-on-the-go.
Along with the new direction is a brand-new campaign for fall, and we've got a the money shot of all of the pretty, with four of Coach's campaign models holding four sizes and shapes of the new Rhyder. Shot by Steven Meisel at the High Line in NYC, the campaign represents the brand's latest identity. Says Vevers, "We had such a cool gang of girls that day — Lexi Boling, Harleth Kuusik, Vanessa Mood, and Issa Lish all together — all so effortless, authentic and understated, each with their own unique personal style and attitude. It almost felt like a stolen moment and reminds me of the nostalgia of looking at a family album — there’s an air of heritage about it but it’s very modern at the same time, that to me really captures the spirit of the Coach girl."
Sure beats those snowflake sweaters and carpeted backdrops from your own family photos, doesn't it? The fall collection goes on sale next month in stores.