In fashion the word ‘moment’ is thrown around with little actual thought for its true meaning. But when you look to Stuart Vever’s current work at Coach, and how the British designer has been able to re-style and repackage the American dream for a new generation, the word ‘moment’ seems highly apt.
Since becoming the executive creative director at Coach back in 2013, Vevers has transformed the brand from one exclusively about leather goods to a ready-to-wear house in its own right. Speaking to InStyle UK, the designer told us about his journey. ‘It's is my third anniversary of presenting a collection for Coach and in some ways I am looking back at that time. We have a clear identity for the Coach girl and guy. We are now fundamentally a fashion house which is really important to me, it’s not just about the bags anymore!’
Through a series of carefully orchestrated shows and advertising campaigns, which have featured the likes of Chloe Moretz, Vevers has managed to push out his vision to a new audience by ‘referencing very distinctive signatures like the shearling coat, the varsity jacket and the biker jacket. Alongside the personalisation and customisation. I am most proud of establishing these things,' he says.
Clearly in a celebratory mood, the designer has recently enjoyed one of the ultimate examples of celebrity endorsement RN, dressing Selena Gomez. Hitting the streets in a bold blue ‘Rexy’ jumper, the singer also experienced a real ‘moment.’ As Vevers explains: ‘It was amazing! Rexy is one of my proudest moments at Coach and to have Selena wear that jumper was amazing. She (Rexy) has become such a great mascot for Coach and it’s such a thrill to seeing Selena wear it!’
The brand recently announced a year-long collaboration with Selena, who will work with the fashion house’s foundation and the charity, Step Up, a US national organization dedicated to the empowerment of teen girls from under-resourced communities. But what was it that attracted Vevers to Selena? ‘She’s very confident, she’s bold, she puts together an amazing outfit and her look is just so strong!’ We couldn’t agree more Stuart.
With our thirst for a coveted Coach piece oh so real right now, what’s the next ‘it’ piece according to Mr Stuart Vevers? ‘It’s the padded floral puffa jacket which really summed up the collection for me. It represents nostalgia for the great American outdoors and the prairie. But it’s also totally urban in its silhouette with its nod to early 1980s hip-hop.’ Now those are two disparate reference points we can get on board with, see you in the queue!
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