Stuart Vevers has made a career out of transforming brands into cultural touchstones, and his tenure at Coach is no exception. When he stepped in as Creative Director in 2013, the American accessories brand was in need of a reimagining. Vevers brought his knack for storytelling and his signature spin on Americana to Coach, breathing new life into the brand’s identity. His first collection in 2014 took cues from the vibrancy of American road trips, while also nodding to the storied heritage of Coach’s leather craftsmanship—and with that, he introduced the brand’s first ready-to-wear line.
Before Coach, Vevers had already built an impressive resume, with stints at Mulberry, where he was instrumental in turning the brand into a handbag powerhouse, and at Loewe, where he sought to elevate the Spanish luxury house’s global profile. His career started right after graduating from the University of Westminster in 1996, taking on roles at Calvin Klein, Bottega Veneta, Givenchy, and Louis Vuitton, where he worked alongside Marc Jacobs. It was at Mulberry, starting in 2005, where Vevers hit his stride—designing bags that not only topped wish lists but also redefined what the brand stood for, ultimately earning him Accessory Designer of the Year at the 2006 British Fashion Awards.
Vevers’ time at Coach has been marked by a commitment to making the brand relevant to a new generation, while never losing sight of its heritage. Collaborations with pop icons like Selena Gomez and the introduction of fresh, playful elements in collections—think shearling jackets, varsity sweaters, and bold logo reinterpretations—have turned Coach into a label that resonates with a younger audience. His vision is always unmistakably rooted in a love for American nostalgia, but with a modern edge that feels very much of the moment.
In recent years, Vevers has leaned into the power of cross-cultural connections, tapping into the Chinese market and expanding Coach’s presence there significantly, including a Shanghai show in 2019. His work is a balancing act of heritage and modernity, comfort and cool, always looking to fuse Coach’s storied past with a now-forward sensibility. It’s a mix that has taken Coach beyond handbags and into the hearts of a new global fashion audience.