An Exclusive Behind-the-Scenes Look at Coach's New Campaign

Creative Director Stuart Vevers fills us in on the details.

BY EDITORS | Jul 4, 2017 | Fashion


Over the last few years, Coach has enjoyed a renaissance under the creative direction of Stuart Vevers. The British designer was just the shot in the arm the well-established American brand needed when he joined in 2013, and the clothes and accessories rolling out since then reflect a new mentality. The look is at once more refined and more playful, with bold leather outerwear and reimagined riffs on classic bags leading the charge.

For its latest campaign, the brand took to the quintessential New York locale—the subway—to highlight its Bleecker backpack and new Rogue briefcase. We've got an exclusive look behind the scenes of the shoot, plus a first look at the new campaign images. And to fill us in on how it all came together, we chatted with Vevers about the location, the bags, and how he's bringing a new point of view to a classic American company.

On choosing the subway as a backdrop:

"New York is a constant inspiration for me at Coach. NYC is our home and where Coach began in 1941. The subway is an iconic fixture in New York culture and everyday life. I wanted to celebrate that. When thinking about the Coach guy, while he's a dreamer, he lives a life we recognize. The subway felt like a natural place for our guy."

On the bags featured in the campaign:

"A backpack feels very Coach. It's functional, it's fast. The Coach guy enjoys the ease of a backpack, though we generally make ours in rich leathers that will get better over time. The Rogue brief is a brand-new style. It was inspired by one of our most popular new women's styles. And guys had been asking me to do a version for them."

On hitting the reset button at Coach:

"I recently celebrated my three-year anniversary with Coach. When I joined, I was excited about creating a new point of view. I wanted to say something new and bold. It's been interesting to explore Coach's timeline. Coach came of age as American style and subcultures and counter-cultures were forming. While the heritage of Coach is an important touchstone for me, it's also vital to celebrate fashion and find ways of telling our story in a completely contemporary way."

From: Esquire US