These cowgirls were intended to be of the surf, skate and punk variety.
“Of course it’s a challenge, but it’s what I should be doing as creative director. I need to look into the future and use our heritage as a touchstone for everything that we do,” Vevers said backstage. “What I think American luxury means to the younger generation is a certain sense of ease, something that feels relaxed. They need an inherent authenticity. It doesn’t have to be perfect. It’s not precious. That for me feels very relevant today, and for Coach.”
This collection, harkening back to the ’70s in style, turned iconic Coach touchstones on end. The saddle-colored leather and the horse and coach were there, Vevers said, “They’re just presented in a new way.”
Victor Luis, the company’s chief executive, said leather craftsman still labor away for Coach in its sample production facility in New York City as they have since the beginning, making handbags one at a time.
“But at the same time we have to continue to evolve,” he said.
Why bother with clothes at all when you’re an established accessories brand?
“Our main business has been and always will be, of course, leather goods and accessories, but the ready-to-wear provides a context for the handbags. It helps to bring to life the Coach girl and the Coach woman, and who she is and what her life is like,” Luis said.