Coach Goes in a Totally New Direction With Fall Ads

Under Creative Director Stuart Vevers, Coach is taking a more high fashion approach in its branding.
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Under Creative Director Stuart Vevers, Coach is taking a more high fashion approach in its branding.
Photos: Courtesy Coach

Photos: Courtesy Coach

Say goodbye to the brightly colored and smiling models of Coach campaigns past. For fall 2014, the brand is aiming for high fashion with the help of Steven Meisel. 

Since the appointment of Stuart Vevers as the brand's creative director in 2013, Coach has been shedding it's old identity developed under Reed Krakoff, and the fall 2014 ads are the perfect sign of change. The Meisel-lensed photographs of the newest big names in modeling (including Lexi Boling, Binx Walton and Issa Lish) are bold, captivating and far more stoic than the pink-hued on-the-street photos of previous Coach campaigns. Shot at a botanical garden, the images are collaged against color photographs of the High Line park in New York by artist Joel Sternfeld, whose photographs also served as the backdrop of the brand's fall 2014 fashion week presentation.

Coach Fall Ad Image 2 (1).jpg

The looks are smartly styled by Karl Templer, with hair by Guido Palau and makeup by Pat McGrath -- a team that usually works together with Meisel on Vogue Italia covers and Prada advertisements. Also in the creative mix is art director Fabien Baron.

Overall, the ads align Coach with a highbrow version of Americana filled with shearling jackets and patterned knits. (One that's pretty similar to this Interview spread styled by Templer, too.) Will this new direction translate into sales? Only time will tell, but we can say that Apollo sweater is looking pretty desirable right now.