Stuart Vevers, who joined Coach as creative director in 2013, has been creating a new vision for the brand.
“It was important as part of my reset for Coach that it felt youthful and had the energy of youth,” Vevers told Footwear News at the 2016 ACE Awards. “For a fresh start, you need that.”
With that in mind, 19-year-old actress Chloe Grace Moretz is the face of Coach’s fall ’16 campaign. “She has the ease and effortlessness. She’s authentic,” Vevers added.
On the footwear front, Vevers said, “I think it’s about having a different point of view. I’m excited about Coach being a genuine American brand, and about approaching luxury in a way that feels relevant for today. I felt like coach shoes should be grounded in reality, and they should have the attitude of New York City.
Vevers credits seasonality for why this is a strong moment for shoes, compared to other accessory categories.
“You change your shoes with the weather in a way you just don’t with bags, and I think that seasonality allows for tons of excitement and experimentation. That’s what fashion is about right now. It’s a moment to enjoy fashion again and have fun.”