“It’s a celebration!” exclaimed Stuart Vevers at Coach’s 75th anniversary party last Thursday night at Pier 94. The bash, an ode to the label’s New York roots, began with a unisex runway show, as his cool girl gang including Riley Keough, Zoe Kravitz, and Emma Roberts sat front row. The fall 2017 lineup featured shearling-tinged varsity jackets, patchwork-laden motos and playful, Instagram-ready handbags as a children’s choir covered Alicia’s Keys’ “Empire State of Mind.”
In his third year as creative director, Vevers has refocused the brand, known for accessories, on must-have ready-to-wear without eschewing the house’s leather legacy. And just last month, a spectacular new flagship opened on Fifth Avenue. Vevers, who became a CFDA Member this year, took a break from the festivities to talk to us about the new store, his take on American fashion, and the future of Coach.
Coach has changed so much under your stewardship. How did you approach creating a new era?
I think it was, honestly, very instinctive. At the end of the day, Coach is America’s house of leather, and America in terms of style is cool. It’s what people all around the world are drawn to when they think of American style. So, I’m just celebrating something that already was there. I think it’s very natural. When I look back on the best moments for Coach, they were cool.
The brand’s heritage is steeped in accessories. What categories are you focusing on now?
I think ready-to-wear is still very important. I’m really excited to do more with shoes. And leather goods is always what we’re going to be most known for. It’s our soul. Shoes and ready-to-wear is where I see the most opportunity for growth.
Tell us about the new Fifth Avenue flagship.
I love working with [designer] William Sofield. We added new, exciting features for shoppers in our hometown and in our biggest store in the world. It’s all about being inclusive, being warm. It’s about surprising people with special things that you can only get in that store.
Why did you decide to show men’s and women’s together?
It was really a way to celebrate the conclusion to our 75th anniversary. And a way to celebrate our new Fifth Avenue store. The idea of togetherness just came to mind. So showing men’s and women’s together, brought about the spirit of togetherness, optimism. At the end of the day, one of the core Coach values is being inclusive, and also I wanted to celebrate our hometown of New York City.
