Coach & Disney tell a ‘Dark Fairy Tale’ for 3rd collaboration
Once upon a time, Coach partnered with Disney to create a collaboration collection, which was so successful that it warranted a second go around. The two companies are far from happily ever after since they’ve launched their third collaboration collection on May 14.
The first and second Disney x Coach collections drew inspiration from the entertainment company’s mascot Mickey Mouse, but the third has a much darker tone in comparison to its predecessors.
Disney x Coach: A Dark Fairy Tale is comprised of ready-to-wear and leather goods that recontextualizes motifs from Sleeping Beauty and Snow White and the Seven Dwarfs with a darker tone. Moto jackets, jersey hoodies, sneakers, t-shirts, fanny packs, and accessories feature Coach’s signature print with darker graphics, Disney-inspired patches and embellishments such as castles, poisoned apples and woodland creatures. In addition, a special storypatch was made to commemorate the collection.
“I have always loved Disney – both the movies and the fantasy worlds created that have captured my imagination for many decades. It was fun to explore the darker side of these stories and mix Disney’s nostalgic charm with Coach’s creativity to bring my memories from these fairy tales to life within our world of accessories and ready-to-wear,” said Coach Creative Director Stuart Vevers.
“The Disney spirit truly reinforces the new youthful perspective we are bringing to luxury at Coach.”
Coach celebrated the collection’s launch with an event at its SoHo store in New York City. The interior transformed into a creepy castle with a sculpture at the entrance and a workshop in the store’s rear section where accessories were customized and drinks were prepared in a smoky bowl.
The dark theme permeated into the Disney x Coach campaign, which was shot at dusk and nighttime in downtown New York City. While the collection takes center stage in each image, it is easy to get drawn to the magical lights in the background and foreground. The lights unintentionally reference Cinderella’s transformation thanks to her fairy godmother. The Disney x Coach collection could be the ticket to finding your inner princess or prince charming.