When Stuart Vevers presented his debut collection for Coach last night there was no question about the origin of the brand: pure American. The brand-magician managed to transform both Mulberry and Loewe into high profile houses before accepting his new job as creative director of Coach this winter.
His oversized houndstooth print, which somehow resembled big red plaid patterns, was featured on outerwear and skirts and marked a fresh approach to a brand that is the epitome of American fashion but has been going in a questionable direction for while. The shearling coats were reminiscent of old western movies featuring a cowboy riding casually into the sunset on a snowy mountain.
The fact that the models passed a backdrop of photos from Joel Sternfeld’s 2001 book American Prospects completed the interpretation of classic Americana culture.
