New York City has a special meaning for Coach. The company was born right in this city more than 70 years ago. That’s why the Spring 2018 campaign for Coach is a love poem dedicated to the city that never sleeps. According to the brand, New York City is somewhere in between toughness and tenderness and you have to be both to enjoy life in this busy city. Born in 1941, Coach is an old New Yorker that knows very well the good and the bad sides of the Big Apple.
The collection itself features graphics by Keith Hering, a pop-up artist who was speaking about real issues through his exuberant drawings on the streets of New York. The mastermind behind the brand, Stuart Vevers paid tribute to the artist by incorporating his works in pieces of the Coach Spring 2018 collection. A standout in the collection is a bag embroidered with Keith Hering recognizable prints. The undone glamour that the brand is known for was achieved by mixing sequins and lace in an unconventional street-approved way. Think about the bomber jacket with sequin dress combo – an urban New York gal would pull this off with ease.
Stuart Vevers took the Coach cool gang around NYC as well as in an apartment with a great view of the city to shoot the Spring 2018 campaign. The entire campaign was put together with the help of Coach’s long-year collaborators. The legendary photographer Steven Meisel visualized the Coach’s New York City love poem. Furthermore, the great Pat Mc Grath glammed up the models and Guido Palau did their hair. Karl Templer styled the outfits and Fabien Baron directed the campaign. With such a team, the Coach Spring 2018 campaign won’t lack any attention. Since Selena Gomez is a brand ambassador of Coach is only a question of time when she’ll flaunt some of these pieces. The young star is setting trends, so the only issue for Coach would be to keep up with the production after Selena shows off her favorite pieces from the collection.
The campaign also features emerging models such as Léa Julian, Gisele Fox, Hannah Motler, Lorna Foran and Nisaa Pouncey. The French model Léa Julian is a rising runway star who walked probably the most runway shows this season. Chanel, Givenchy, Valentino, Fendi, Versace and Marc Jacobs are only a few of the 47 brands that Léa Julian walked for during the Spring/Summer 2018 fashion weeks.
Coach has come a long way in the last seasons especially since Selena joined to promote their products. The brand evolved its aesthetic and got the attention of the young fashion crowd. We guess that things are way better when you got millennials by your side.
Photo Credit: Steven Meisel/Coach