Coach creative director Stuart Vevers presented a collection at New York Fashion Week that reimagines luxury through a gen Z lens, featuring baggy jeans, workwear-inspired pieces, and a focus on grit over polish. Vevers, who has led the brand since 2013, said he is no longer interested in the 'extreme polish or perfection' traditionally associated with luxury.
The runway showcased low-slung, grubby jeans that scraped along the catwalk, shrunken knits with a moth-eaten appearance, and workwear boots with scratched leather. Upcycled motorcycle jackets and repurposed trousers with paint splatters highlighted the brand's sustainability initiatives launched in 2023.
Vevers credited 'a differentiated point of view' and 'down-to-earth quality' for Coach's appeal, which has resonated with younger consumers. Coach now ranks fifth on the Lyst Index, with sales rising 14% to $1.43bn since January. The show attracted guests including actor Elle Fanning and NBA star Jayson Tatum.
The collection also drew on Coach's 84-year history, with fresh takes on logo dressing spliced with plaid and check patterns. The brand's Tabby bag, priced around £200, and 'Kisslock' clutches have seen increased interest after appearances by pop star Charli xcx and Carrie Bradshaw in And Just Like That.
