Coach debuted its Spring 2021 collection within Coach Forever, a mix of past, present and future designs in a virtual presentation made in collaboration with Juergen Teller.
Created in unprecedented times, and shot in various locations around the world, Coach Forever spotlights the optimism of craft, community and responsibility to the planet through new, vintage and archival Coach designs. It also features re-contextualised key pieces from Fall 2020.
Coach Forever is a reflection on what matters most right now and a statement about responsibility, renewal and reduction. Inspired by Coach Creative Director Stuart Vevers’ vision of practical optimism, the collection tells the story of Coach bags beyond the runway as they are worn, cared for, personalized and passed down. Grounded in Coach’s legacy of craft, it offers a vision of a more mindful future featuring better-made things.
Stuart Vevers said: “With Coach Forever, I wanted to find new ways of doing things. 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.”
Worn by a global cast including Kaia Gerber, Kate Moss, Debbie Harry, Megan Thee Stallion, Cole Sprouse, Jon Batiste and more, the presentation brings together friends of Coach to tell a story about the enduring importance of community and inclusivity.
Shot remotely from around the world, Coach Forever was unveiled as a film presentation showing the collection and cast through the lens of Teller. For the film presentation, Vevers and Teller worked with singer, songwriter and producer :3lON to design the music and debut “Yesterday,” a not-yet-released track.
Emphasizing the house’s commitment to a more environmentally responsible approach to fashion, Coach Forever introduces bags crafted to last from vegetable-tanned, naturally-dyed leather alongside totes made completely of recycled materials. These include fabrics made from recycled plastic bottles, accessories and ready-to-wear crafted of up-cycled remnants, and vintage pieces personalized with embellishments and embroidery.
Coach Forever also introduces “A Love Letter to New York,” a special collection crafted by New York City artisans in support of the fashion community in the house’s hometown. It is dedicated to the city’s enduring spirit of creativity, optimism and courage.
