According to Coach Creative Director Stuart Vevers, the directive for the brand’s 85th anniversary celebration was clear: “Love is the message.”
The English-born creative director helming America’s oldest leather goods house closed out the runway portion with a live orchestra playing the soul-disco classic of the same name, as a troupe of voguers trailed the models and revealed a one-night-only nightclub beyond the show space.
Guests entering the show were greeted by a wall of vintage TV screens playing historical clips from notable runway and campaign moments, appearances in TV and movies—to wit, Sex and the City, Anchorman, Ghostbusters II and True Lies—and celebrity moments featuring the likes of Troye Sivan and Charli XCX. The celebratory spirit was immediately felt as guests entered the runway space, set with comfy banquettes and coffee tables, while waitstaff passed bar snacks and cocktails pre-show.
Backstage, Vevers explained how his festive show theme came about. “It just felt like it was fitting to make the anniversary like a big birthday party, that feeling of celebration and the festive décor,” he said.
Indeed, touches such as cellophane gift-wrap bows, iridescent glitter prints on leather goods and textiles, gift box-shaped portfolios and leather conical birthday hats accented the lively offerings.
Vevers credited a supportive boss with making such a playful theme one of the perks of the job.
“The best part about being a part of Coach’s 85-year journey these past 13 years is that our CEO (Todd Kahn) supports my vision completely, and he always has my back,” Vevers said.
“It’s very reassuring,” he added. His biggest challenges, in contrast, are often of his own making. “I get in my head too much about things I am creating. Then I realize it was only myself that felt any doubt, and it’s usually unnecessary.”
Vevers then joined the crowd trickling into the “club space,” inspired by legendary New York party impresario, the late David Mancuso. A DJ launched into a disco set as guests such as Elle Fanning, Storm Reid and Ayra Starr were greeted by a gin martini fountain, a colossal shrimp cocktail shrine and a dip platter for sustenance before heading to a Saturday Night Fever-inspired lighted dance floor or a photo booth session.
The season’s handbag offerings were trussed up against old-school music gig posters plastering the walls, a reminder of what helped make Coach an American success story.
As for what’s next, Vevers said, “I have no idea; I haven’t thought beyond tonight’s celebration.”
After 85 years, a moment of revelry was duly earned.
