Stuart Vevers reveals Coach 1941 details
Stuart Vevers thinks the time is right for Coach to branch out into luxury.
The designer was named creative director of the label in June 2013 and he's currently gearing up to celebrate its 75th anniversary next year. Ahead of the celebrations is the brand's New York Fashion Week show on September 15 and the unveiling of a lavish diffusion line, Coach 1941.
"The collection is really building on the work we’ve done for the past three New York Fashion Week presentations, in terms of the aesthetic and our point of view,” Stuart explained to WWD of the deluxe range. “What we’ve been presenting within those collections has felt more pushed creatively and a more elevated offering from Coach and we’ve just never given it a distinct title. We felt that the time was right for that given the interest we’ve had.”
Chief executive officer Victor Luis echoes this idea, describing Coach 1941 as the upscale counterpart to Coach's main collection. The pieces will be available in flagship stores and are more costly than the other garments, though Victor insists the items are below the prices of traditional European luxury brands.
Stuart added that Coach 1941 will also feature more leather-goods, which is what the brand was first built on when launched that year.
He also hinted at what the audience can expect from Coach's presentation next week in the Big Apple.
“We were kind of pushing the boundaries of what a presentation can be. The biggest difference is there were smaller groups before, but this is a single moment," he explained. "That has been a very different challenge and creative process when you’re thinking about the space and the venue. In celebrating this moment of moving forward into our 75th anniversary, we wanted something that felt very special and connected to Coach.”