When Stuart Vevers took the top job at Coach, he had a big task to complete. His appointment meant major revamp at the American brand, which was struggling to find its place in the age of affordable luxury. Vevers has been proven to be the right man for the job, targeting millennials with fun designs and working with young personalities like Chloe Moretz.
Vevers makes another millennials-driven move, by collaborating with singer Selena Gomez. Selena, who has been apologetically fierce with her new songs, grown-up looks and feminist manifesto, is clearly at the centre of the spotlight.
The collaboration results in Selena Grace, a double-handled carryall in bold hues of black cherry, white and red. Additionally, there are small leather goods in limited quantity. In line with her women empowerment moves, the collection is personalised with Selena’s messages. “To be you is to be strong”, says a storypatch sewn inside the bag, alongside her signature. Mimicking Selena’s tattoo, the outer of the bag features her handwriting: “love yourself first”.
“It was really fun to create this collection with Selena and design pieces that are cool and feminine like her,” says Vevers. “When we designed the Selena Grace, it was about exploring the qualities Selena wanted in a bag and creating something that felt personal to her.”
The Coach x Selena Gomez collection will be available at Coach boutiques worldwide in September.