Stuart Vevers: Coach is special brand
Stuart Vevers gets excited by the "soul and uniqueness" of Coach.
The designer began his role as the brand's executive creative director in June 2013 and has taken it from strength to strength ever since, wowing with his Autumn/Winter 15 range during New York Fashion Week in February.
This job follows on from stints at other big labels, including Givenchy and Louis Vuitton, and it seems helming high-end brands is somewhat of a fervour for Stuart.
“I’ve always had a great passion for brands. The soul and uniqueness in great fashion houses is what really excites me, and it’s what drew me to Coach," he told WWD. "I think Coach is truly special as the American leather goods house, and interestingly, Coach actually began as a men’s brand, with a workshop of six craftspeople here in New York City in 1941. Almost 75 years later, my focus is to establish a fresh, new vision that explores what it is about the brand that is unique and has drawn customers around the world to Coach.”
The label has not long expanded with a menswear collection. In January Stuart unveiled his debut range for males during London Collections: Men, and he hopes to continue down the path of creating pieces which are "inherently cool, youthful and uncontrived".
He cites the Beastie Boys and Steve McQueen as two areas of inspiration, adding that the male Coach customer is "solid" and far from "fragile".
“He wants to get dressed fast. He’s straightforward, but he wants to celebrate his character and individuality... It was important that [the collection] wasn’t a re-creation of the past or tied to traditional assumptions of what luxury men’s means, such as formality, sombre colour and the idea that an investment piece has to be classical. When we decided what was right, we went for it boldly," Stuart explained.