It's no secret that Stuart Vevers, the former Loewe creative director who became creative director of Coach a little more than a year ago, is trying to move the label in a younger direction. At Coach's spring 2015 presentation in New York, Vevers has editors going gaga over his pastel-colored faux fur coats and cartoon-printed tees, sweaters and accessories — all pieces that would be right at home in a twenty-something's closet. Now, the label is exploring other areas of this youthful lifestyle — namely, the music, movies and television that are popular with the kids these days — casting four free-spirited celebrities in a new campaign that will debut this holiday season.
The ads, shot by Mikael Jansson and styled by Karl Templer, feature some of the most prominent up-and-coming talents in their respective fields. Musicians Zoë Kravitz and Banks (who both performed at the Coach Backstage event during New York Fashion Week) have received plenty of industry buzz in recent months — in fact, Kravitz's band Lolawolf will be opening for Miley Cyrus on her Australian tour. Israeli-American actress Odeya Rush, known for her role in The Giver, also appears in the ads, as does Christopher Abbott (of HBO’s "Girls" fame), who recently made his fashion debut in a campaign for Free People.
Having "it" kids and tastemakers modeling your wares has proven to be a great idea on the sales and marketing front, but aside from the smart casting, the new Coach pieces look genuinely cool. The brand feels fresh and exciting once again, and in just over a year, Vevers has done wonders for the label's fashion cred. And if this new campaign is any indication, we can't wait to see more of what Coach's future holds. Click through the gallery below to see the full campaign.