Coach’s Spring 2018 Ad Campaign
UNTIED STATES — Coach‘s creative director Stuart Vevers premiered the brand’s Spring 2018 Ad Campaign on PaperMag.com. The ad reps the stylish New York girl and everyday working women. Below are some excerpts from Vevers‘ interview with Paper.
Describe the Coach woman.
The Coach girl is authentic, honest and mixes a cool attitude with romantic charm. The Coach girl has a spontaneous and effortless approach to style — she’s someone who takes pieces and really makes them their own.
What do you feel you’ve contributed to Coach as it’s evolved?
Coach is known as America’s house of leather, but I’m really proud that Coach is now also known as a fashion house.
What was your vision for this collection in particular?
Coach’s spring collection is about shine, sparkle and grit. It’s the Coach girl’s downtown, undone take on dressing up, but I still wanted it to feel grounded and have that New York City attitude… Keith Haring’s graphics are really pivotal to the collection. I’ve always loved his work, even more so since I’ve lived in New York. He had a democratic, un-precious approach to art. I wanted to create a new context for his work and do something unexpected with it.
Photos Credit: Courtesy of Coach
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