Coach: first campaign by Stuart Vevers

By

Florent Gilles

Published
Jul 17, 2014

Stuart Vevers’ first collection for Coach marks the debut of the collaboration between the American brand and Fabien Baron, the famous French art director based in New York along with his agency Baron & Baron.

The renowned photographer Steven Meisel (Vogue Italia) has worked on the international campaign, which celebrates the media debut of the Stuart Vevers era, whose show in February received a more than promising reception.

The backdrop: the High Line, the famous boardwalk suspended on old railway lines in the Lower West Side for archival images, and Staten Island for Steven Meisel’s photographs.

"New York City is the birthplace of Coach and the city has been the heart of our brand for 74 years,” said Victor Luis, CEO of the company, which is listed on the New York Stock Exchange and in Hong Kong. “I think we managed to create a strong desire for all of Stuart’s designs - both for accessories and ready-to-wear.”

To the right of the image above, one of the most celebrated pieces from the collection. It’s a reissue of a sweater with an image of the Apollo shuttle on the front, originally worn by Danny, a child character in "The Shining," the cult thriller directed by Stanley Kubrick and starring Jack Nicholson.

The campaign also incorporates images by the American artist Joel Sternfeld dating back almost 15 years. Stuart Vevers’ previous employer, Loewe (LVMH group), had also chose to use archival images from artists to market its future collection.

Currently under the creative direction of the British designer Jonathan Anderson, Loewe has also enlisted for Steven Meisel for this fall.