26 June 2013 by

Coach’s New Executive Creative Director Stuart Vevers Reveals His Plans For The Brand

Yesterday’s breaking news that former Mulberry designer Stuart Vevers is to leave his position at Spanish label Loewe to take up a new position at American leather goods brand Coach has been greeted with much enthusiasm by the style press. While outgoing designer Reed Krakoff has presided over the company for the past 16 years and brought countless chic totes to the market, Brit boy Vevers is sure to bring a new style perspective to the much-loved Coach brand.

Stuart Vevers

Indeed Vevers has already begun to lay out his plans for the label telling WWD that for him it’s all about a brand’s history and legacy. “My passion is for brands with heritage,” he explained, Throughout my career, every brand I’ve been drawn to has a strong heritage. I think Coach is that kind of brand. My style is to take that heritage and to play it against modern references, youth culture, references that take things to a different place and make them relevant now. That’s what I’ve always been known for in my work.”

Explaining why he decided to make the move stateside, Vevers says, “I felt a natural affinity when I sat down and I thought about Coach. There was something very instinctive. My thoughts came together very easy. I followed during my career the work that Coach has done, and also the heritage of Coach. There’s something very authentic, very unique in the brand that is what I’m drawn to.” He also discussed what he will be bringing to the label: “My background is leather goods. I studied ready-to-wear in college but I spent 17 years traveling the world at some of the best luxury houses — London, Italy, Paris, New York, so I bring that experience to Coach.”

So many congratulations,  Stuart, we'll be waiting patiently to see the new collection!


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