Created in unprecedented times, Coach Forever Spring 2021 collection made in collaboration with German fine-art and fashion photographer Juergen Teller spotlights the optimism of craft, community and responsibility to the planet through new, vintage and archival Coach designs. It also features recontextualized key pieces from Fall 2020.
Coach Forever – 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.
“With Coach Forever, I wanted to find new ways of doing things,” said 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.”
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.
Worn by Coach ambassadors family, a global cast that includes Kaia Gerber, Kate Moss, Debbie Harry, Kiko Mizuhara, Jeremy Lin, Megan Thee Stallion, Cole Sprouse, Jon Batiste, Paloma Elsesser, Hari Nef, Binx Walton, Lexi Boling, Xiao Wen Ju, Kelsey Lu, Bob the Drag Queen and Rickey Thompson, 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 and supported with additional social content, all revealing 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.