Fashion house Coach will be debuting their Spring 2021 collection in a digital experience in collaboration with photographer Juergen Teller.
On Sept. 22 at 9 p.m. (9 a.m. New York Time), the American brand will be announcing the new collection #CoachForever live on their Instagram and Facebook accounts. Executive creative director Stuart Vevers aims to serve a new take on the culture of fashion by styling the Spring 2021 collection with pieces from his past works with the brand.
“This time has given me the opportunity to reflect on where we’ve been and where we’re going, and so it felt natural to look at some of the things I’ve loved during my seven years at Coach—and even go further back,” Vevers told Vogue. “One of the things I love about Coach is that we do make beautiful things that are made to last. There’s something beautiful about exploring that through fashion, pieces that are from different seasons, bringing them together, and putting them back together in a way that feels fresh.”
Vevers takes the brand to a more sustainable path with naturally dyed leathers and bags that are organically produced and made from recycled yarns. Some of the works were made in collaboration with local artisans from New York, highlighting the importance of community and inclusivity. Produced remotely by Teller, #CoachForever will showcase portraits of Coach’s brand ambassadors and friends wearing the new pieces.
“It’s a really eclectic mix of ready-to-wear and leather goods that we’ve approached local artisans and local makers to produce. Those limited run pieces that will be available when the collection is released,” the creative director added. “It feels like a way to give back to our fashion community—and I hope these relationships will continue. This is an opportunity to highlight them and their work just so other people can find them too.”