Coach’s fall 2021 collection showed what things would be like if a fashion brand had a TV network, or perhaps a streaming service.
The video Coach TV it starts with a very identifiable scene: Michael B. Jordan lounging on the couch in a cozy groutfit, browsing the channels through Coach’s star-studded approach to iconic American programs. I think Friends but make it K-pop, Mean Girls with Megan Thee Stallion as Regina George, Tavi Gevinson as a Antiques Roadshow appraiser, J.Lo in an MTV-like video dubbing Blondie, and Rickey Thompson selling Coach bags on a shopping channel. There’s even a sexy late-night hotline commercial with Cole Sprouse stroking a padded bag with a Bob the Drag Queen voice.
When the eccentric pre-show comes to an end, it takes us to the brand’s 2021 autumn look book, which was shot around the world by Juergen Teller and modeled by the celebrity “family” of Coach, a group of famous faces including Kaia Gerber and Paloma Elsesser. Coach Forever’s second season is based on a mix of archival and new pieces from last season. Leather jackets and bags are recycled and glued to create new clothes. Creative director Stuart Vevers wanted to talk about the current moment by exploring the “creature comforts” – the kind of layered clothes you’d see a New Yorker wearing while ordering bacon, egg and cheese at the corner deli.
“I’ve always loved exploring the intersection of fashion and pop culture at Coach,” said Vevers in a statement. “I am excited to bring my most recent vision to the home to life through Coach TV. I wanted the collection and presentation to make sense and resonate in these unique times, and I’m excited to share in a way that I hope to entertain and inspire. “
Tune Coach TV below.