Stuart Vevers seems to be a man with a plan—one that is bringing Coach back into cultural relevancy, possibly in the “cool” category.
After throwing a particularly uplifting birthday bash for the brand’s 75th anniversary (which doubled as a show for its Pre-Fall 2017 women's and Fall 2017 men's collections), rumors swirl today that Selena Gomez has signed on as the new face of the brand—and potentially a new design collaborator as well. Many sites are quoting a story on Page Six which claims that the entertainer has signed a $10 million contract.
While details have yet to be released, it would make quite a bit of sense for Coach to have a Gomez-designed capsule collection, in similar vein to what Tommy Hilfiger has with Gigi Hadid. Hilfiger’s partnership with the Insta-model has been rather successful. Considering Gomez’s Instagram following has reached 104 million, and the fact that Coach already is positioned in most major malls in America, she would be the ideal candidate to reach a younger and broader target market.
Even if she is strictly appearing in advertising, she’s still worth the money—Gomez is a down-to-earth celebrity (as much as one can be), yet has been a growing fashion-crowd favorite, especially after appearing in the latest ads for Louis Vuitton. It is very much in line with Vevers' plan to have Coach straddle the line of affordable luxury.