Coach only began its top-to-bottom, high-gloss revamp two years ago, but in just a few short seasons, the brand has established itself as one of the coolest labels on the New York Fashion Week calendar. The house, now headed up by Givenchy and Louis Vuitton alum Stuart Vevers, has pulled out all the stops, from partnering with Instagram royalty to holding the buzziest fashion parties in New York City.
Coach is a staid mall brand no more, and nowhere is that ascension more prevalent than its ad campaigns. Just last week, the label revealed a first look at its Fall 2017 campaign featuring house face Selena Gomez in the blush-toned leather interior of a 1976 Plymouth Fury. The shots were glamorous and yet attainably all-American, which may just be the most effective way to describe Coach's new messaging.
And on Tuesday, Coach revealed the remainder of Coach 1941's Fall 2017 campaign, which a release described as being "an ode to New York, the city Coach has always called home." Photographed by brand favorite Steven Meisel, the ads were shot in a Brooklyn on an authentic vintage subway car — and these days, what's more authentically New York than being stuck in the subway? (Fix the subways, Governor Cuomo.)
The campaign shows models Imari Karanja, He Cong, Kiki Willems, Faretta, Hiandra Martinez and Oscar Kindelan as "a band of friends en route to their next adventure," embodying "a lightness of spirit and the limitless possibility of the city — with a nostalgic nod to the 1970s." This vintage aesthetic was plucked straight from the brand's Fall 2017 collection, pieces from which juxtaposed "the romance of the great American outdoors with early New York hip-hop."
We've shot our campaigns in a scrap yard, on a suburban street and now in a subway train. I want the setting to be down-to-earth. The Coach guy and the Coach girl are dreamers, but they live a life we recognize. One of the things I love about Coach is that we are different from the traditional luxury world. We're not presenting some fantasy lifestyle — it's grounded in something real and completely of today.
You can click through the gallery below to see Coach 1941's Fall 2017 campaign.
And see below for several behind-the-scenes shots.