UPDATED JULY 17TH 2014: Added new images.
Coach’s new look continues with the brand’s fall ad campaign — its first under the creative direction of Stuart Vevers.
The photos, which feature Vevers’ debut ready-to-wear collection, feature an “image-on-image” style, juxtaposing new portraits lensed by Steven Meisel against photos from Joel Sternfeld’s “Landscape With Path” series.
“Joel’s images were part of my inspiration for the collection,” said Vevers. “Showing the inspiration behind the work is kind of intriguing.” Vevers’ main mandate in creating the campaign, done in collaboration with branding agency Baron & Baron Inc., was to signify the brand’s ongoing evolution. “It was important that it felt true to the spirit of the new Coach girl, but even more importantly was for people to sense a change,” said Vevers. “This is a reset.” The reset sees the brand saying goodbye to Karlie Kloss, who has been in Coach campaigns for the past two seasons alongside fellow top models Freja Beha Erichsen and Liu Wen.
Rather than selecting another cover girl to replace Kloss, Vevers opted to bring on a slew of up-and-coming models: Lexi Boling, Leona Binx Walton, Vanessa Mood, Harleth Kuusik, Gracie Van Gastel, Issa Lish and David Alexander Flinn. “It’s about the next generation,” said Vevers. “To me, that also signaled a sense of change in newness and capturing these girls that feel fresh and new.” (source)
Click the links to view past campaign images of Coach: Spring Summer 2014, Fall Winter 2013, Pre Fall 2013, Spring Summer 2013, Holiday 2012, Fall Winter 2012, Spring Summer 2012, Fall Winter 2011, Spring Summer 2011, Fall Winter 2010 and Spring Summer 2010.