Stuart Vevers ushers Coach menswear into a new era
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Ever since Stuart Vevers took over the role of creative director of Coach in 2013, he has had his work cut out for him. The American leather goods label was struggling, reaching a point where they closed 70 stores in North America.
Despite their struggling sales figures, Vevers pushed on and continued to create collections that resonated with the press, and have slowly begun resonating with customers. At Coach's men's wear presentation during New York Fashion Week: Men's, Vevers centered the collection around the theme of electric American counter-culture and the celebration of rebel youth.
This resulted in several very luxurious and elaborate pieces such as a cardinal cropped moto jacket, a black leather fringed moto jacket, and a dark cayenne zipped fox and skull cardigan. While it was a spring/summer collection, outerwear pieces were still very major for the brand. Aside from their gorgeous leather jackets, they also had a black leather peacoat and a cardinal wild west windbreaker that really stood out among the sea of sartorial choices.
It was the most rebellious take on luxury seen this season, but if Coach wants a new customer, they have to seek out those rebels. Vevers is giving them something that they can't get anywhere else, and that's a secret to building a clientele base.
Biker and Beatnik inspired culture might not be seen as traditionally stylish, but Vevers was going for a nontraditional collection. Luxury doesn't always have to be so classic, as Vevers reminded us with this collection.