Do you hear that? That's the sound of suburban mall rats' knees knocking at Coach's new aesthetic direction — where the focus is more on the classic, heritage look, and less on those cheesy canvas logo prints. The new leather bags, accessories, shoes, jewelry, eyewear, and outerwear mark a forward motion (and backward step) for the brand, which is going after a more fashion-conscious audience while looking to bring back what made Coach so successful in the first place — like the 1973 Duffle Sac. While the silhouettes might be cleaner, the colors sure aren't: In bright oranges, purples, turquoises, and yellows, the new collection is definitely not your 2011 Coach camels, pastel pinks, or browns. The price-points have gotten an upgrade as well, with bags now selling between $178 to $1,000 plus. We can't wait to get our grubby mitts on that fluro-yellow tote this August, and are enthusiastic about the new direction Coach is headed in. Hey — if we've learned anything from J.Crew's transformation, it's that you can totally make a mall brand something completely captivating.
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