NEW YORK — The luxury brand Coach celebrated 75 years in business earlier this week, not just with bags and shoes, but with bright cowgirl leather and prairie flower frocks for women.
Yes, actual clothing to go along with all those drool-worthy accessories you, your mom and your daughter may have at home, or wish you did.
In his fourth collection for Coach, British creative director Stuart Vevers acknowledged this season’s mixed-print dresses and leather jackets were aimed at broadening interest in the brand’s clothing among young women.
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’s 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.
