For their most recent Fall 2018 campaign outing the team at Coach, lead by Creative Director Stuart Vevers, embraced the darker, and many say more culturally dynamic, days of New York City in the late 70’s.
The campaign by Baron & Baron and Creative Officer Fabien Baron, has all the muted edgy hues we’ve come to expect from the 70’s via iconic films like Three Days of the Condor and The Parallax View. Photographer Steven Meisel juxtapose the diverse cast against 70’s Chevrolet Impalas in back alleys giving the campaign just the right hint of rawness.
That diverse cast includes models Kiko Mizuhara, Guan Xiaotong, Timmy Xu, Ali Latif, Blesnya Minher, Joaquim Arnell, Lily Nova, Nina Gulien, Remington Williams and William Grant. The casting is a fitting testament to New York City’s diverse population of over eight million people.
“I love the way we have pushed the coach gang further this season to be more unique, diverse and just overall cool in their attitude,” said Vevers. “It’s how I see people here in New York.”
Among the group is actress and singer Selena Gomez, returning for her third campaign as the face of Coach and while many may ask why she isn’t in the video, we are more than certain she will find her own film down the road this season.
The road also plays into the campaign as the graphic of a motel logo plays such prominent role on the brick back wall of the alleyway. A western desert motif was perfectly arranged to play to the western elements of the collection. And the backing track for the campaign film has the right blend of 70’s swagger of the Velvet Underground mixed with the rawness of today’s garage bands.
Overall the campaign is steering the house down the right street as Coach has periodically has encroached on ‘bubble-gum’ territory. The Impression likes the idea of a Coach house that is as comfortable on the city avenues as it is on its mean streets.
Coach Creative Director | Stuart Vevers
Agency | Baron & Baron
Creative Director | Fabien Baron
Photographer | Steven Meisel
Models | Kiko Mizuhara, Guan Xiaotong, Timmy Xu, Ali Latif, Blesnya Minher, Joaquim Arnell, Lily Nova, Nina Gulien, Remington Williams and William Grant
Hair | Guido
Makeup | Pat McGrath