Stuart Vevers: It bags are instinctive
Stuart Vevers says the secret to It bags is the strong reaction they get.
The designer is behind many of the most iconic carry cases around, including the Mulberry Bayswater and Luella Giselle.
He's now working at Coach, where he has come up with some new must-haves.
"You can't over-think whether something will become an It bag. It’s instinctive," he told Marie Claire Runway. "The term essentially means that the bag is resonating with people, it stands out and they care. The reasons you’ve noticed that particular bag are the same reasons I first loved it, and why it made it into the collection and the ad campaign and so on. It gets a reaction."
One of his current favourites is the Swagger, which launched for Spring/Summer 15 at Coach. It's a simple rectangle design with handles and an across-the-body strap, and as soon as people started to see it, Stuart knew he had another classic on his hands.
"I’m so happy with the Swagger - that name was right there from inception," he gushed. "We launched it in the SS15 show and it had this immediate reaction that you don’t see very often. You can see in people’s faces, they pick it up and they get excited – it had a phenomenal response in stores, too. The turn lock is quite a cute story – it comes from the closure on the top of [former Coach designer] Bonnie Cashin’s convertible in the 70s."
His other favourites include the bags with writing on, from the Autumn/Winter 15 line. The inspiration was a girl in a gang who wanted personalised accessories, so decided to scribble all over them. In particular, Stuart loved how shareable they were on social media.
While that idea was pretty modern, the designer likes to think of Coach's heritage when creating too.
"I liked playing with a bag that felt quite nostalgic – a solid leather goods bag, those traditional leather good-sy colours. Shearling trims and finishes really added to its authenticity – that’s becoming a key fabric at Coach as it’s luxe and accessible," he said.