The AMERCIAN Dream
L'OFFICIEL Singapore|October 2021
BEING AUTHENTIC AND INCLUSIVE HAS BEEN THE SECRET TO COACH’S 80 YEARS OF CONTINUED SUCCESS
RIN AZHAR

For 80 years, Coach has embodied the quintessential American dream. Born and bred in Manhattan, New York, the octogenarian luxury brand has grown to become an international name, and a hallmark of everything cosmopolitan chic. And ever since Creative Director Stuart Vevers joined the house in 2013, he became the catalyst towards the oldAmerican rebirth of the brand that we’ve come to know.

As an Englishman, Vevers saw Coach through a cinematic, almost romantic lens. He sourced for inspiration and developed ideas for his Coach collections with the likes of classic American films like My Own Private Idaho, The Shining, Badlands, The Virgin Suicides and even Jaws.

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