Running with Coach's creative director Stuart Vevers' free-spirited vision for the house, Coach's new campaign is a wistful summer's dream. Adopting a sport-meets-vintage aesthetic, the house's heritage that's rooted in craft and all things quality has been moulded with traditional American sportswear codes. There's hand-embroidered knitwear and floral dresses, archival bags in soft quilted Nappa leather and a new denim jacquard treatment on various designs, which all bring versatility and range to the collection, telling a new story for the house.
Shot by Max Farago, the campaign is set in the sun-drenched prairie landscapes outside Los Angeles, with Vevers hoping to 'depict the friends enjoying the freedom and adventure of a summer road trip'. Speaking of the collection, Vevers reflected on the feeling he wanted to convey within the campaign more than anything, saying,
'Our Pre-Fall collection is inspired by a sense of nostalgia, freedom and anticipation – feelings that I associate with summer. I imagined the collection with new adventures in mind, exploring craft and Coach's heritage with the fresh attitude of sportswear. To bring the collection to life, we created a campaign with the Coach Family to tell a timely story about friendship and being together again.'
Being together again remains at the forefront of the campaign, and why shouldn't it? After a year of isolation, people are ready to get back on their feet and start loving one another again, whether with friends, lovers or family members.
Reinstating the idea of a summer road trip for the campaign, the cast shares their favourite road trip memories, alongside the things they are most looking forward to this summer, and what the phrase 'Dream on' (seen on the collection's signature tees and sweatshirts), means for them.