Tavi Gevinson, Hyuna, Hari Nef, and More Star in Coach’s New Campaign
Spring has sprung in the fashion world and Coach is ushering in the new season with a campaign featuring the “Coach family” – aka. some of our favorite people including Tavi Gevinson, Hari Nef, K-pop star Hyuna, KJ Apa, Rickey Thompson, Kaia Gerber, Paloma Elsesser, and many more!
Unveiled on February 23, the new Coach Forever campaign was shot by legendary fashion photographer Juergen Teller. Give its global roster and the pandemic restrictions, the campaign takes place all over the world as images were shot remotely in places across the globe, like NYC. According to a press release from the brand, the “presentation brings together friends of Coach to tell a story about the enduring importance of community and inclusivity.”
In some of the shots, we see Hari posing with a classic leather Coach bag and rocking a ’90s-style layered look of a blue floral dress, flannel shirt, blue socks, and fuzzy clog slippers. In others, Tavi wears a very Tavi-style ensemble of a dinosaur knitted sweater, plaid collar, pink skirt, and a cute printed satchel bag. Hyuna, on the other hand, went all out on the prints, mixing and matching different patterns and colors to achieve an eclectic look rounded off by a red knitted bucket hat.
“Shooting a lookbook under the current restrictions puts intuition at the center of making a fashion image. Stuart gets me and I get him, and Pat, Guido, Olivier, and Juergen are artists whose work I have studied for years,” Hari tells Teen Vogue of the experience. “Working with them for the second season in a row, I’m humbled by their trust in me and my point of view — whether it’s the clothes on the rack (no fitting!) or the hair and makeup references taped next to the mirror. Stuart’s designs are the glue that holds it all together and makes the collaboration feel effortless.”
Coach Forever signals a new direction for the iconic brand. Each piece on the collection was created with its future in mind. “With Coach Forever, I wanted to find new ways of doing things,” said Coach creative Stuart Vevers. “It was important to me to challenge how we create our collections and consider their impact on our communities and the planet. I’m excited to keep exploring that through designing and learning, and to have brought this to life with Juergen and our Coach Family.”
The Coach Forever line includes handbags made with naturally-dyed leather and totes made from recycled materials, and certain fabrics have been upcycled or made with recycled materials. The collection also includes some vintage pieces that have been “personalized with embellishments and embroidery.” Everything in the Coach Forever collection was made to last — just like the brand itself!
Check out more shots from the campaign below:
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