Fall 2017 Ready-to-Wear
February 15, 2017
• The Coach 1941 set evoked a high production remake of Badlands. Tumbleweeds everywhere. Dust bowl, Little House on the Prairie, Dorothy Gale in the Wizard of Oz, etc. For another brand it might’ve seemed noteworthy or different, but for Stuart Vevers’ Coach it was 100 percent not a surprise.
• The British designer has fully settled in at the all-American label, and developed a very clear point of view reflecting his youthful, quirky-yet-wearable take on U.S. iconography. Americana is a theme that has been brewing this fashion week, and that trend definitely owes something to Vevers.
• The collection was familiar but still an evolution. There were wagon loads of shearlings. They had a raw and raggedy, pelt-like quality, and often came embroidered with birds of prey or wild flowers. Those furs—typically whipped into varsity-style bombers and shaggy baseball caps—mixed well with floral ruffled dresses and picnic check skirts.
• Vevers continued with the Western motif, piling on the fringe, suede, and cowboy studs. Wild stallions galloped over a camouflage-inspired pattern. And speaking of horses, Vevers demonstrated the impact he’s made on the Coach DNA by updating its iconic horse and buggy logo. Embossed on the sides of rectangular totes, the buggy is now pulled by Rexy the dinosaur, the brand’s official new mascot. Honestly, it looked kind of silly but made the point.
• And now onto accessories, which have always been Coach’s bread and butter. The hybrids with shearling tongues resembled styles we’ve seen in recent seasons. And the platform bejeweled Birkenstock sandals (worn with cozy granny socks) will definitely resonate with customers. Aside from those big Rexy totes, this season’s handbags were miniature in size, and cute purse necklaces touched on a trend started last season with commercial potential. More sales potential than prairie skirts, at least.