Monday, January 19, 2015

Coach Solidifies Its New Campaign Aesthetic

Coach Solidifies Its New Campaign Aesthetic:

Photo: Coach
Photo: Coach
Coach's fall 2014 campaign was a huge departure for the expanding leather goods company. Shot by Steven Meisel and starring up-and-coming models like Lexi Boling, Binx Walton and Issa Lish, the ads represented the brand's new high-fashion direction under creative director Stuart Vevers. And based on the similarity of Coach's new spring 2015 ads, the brand is happy with that representation.

For the new ads, Coach cast some of the same models and hired the same creative dream team of Meisel, stylist Karl Templer, art director Fabien Baron, makeup artist Pat McGrath and hair stylist Guido Palau. The images have the same layout: a wider black-and-white shot next to a close-up of the bag the model is holding collaged against a New York City landscape. It looks good, though our favorite image from the campaign is the one that looks the least like last season's, featuring all the models -- Binx Walton, Valery Kaufman, Grace Hartzel, Molly Bair, Dylan Xue, Helge Vondereau, Julia Bergshoeff and Lexi Bolling -- in a big group standing in front of a car. They look like a cool, slightly angsty '70s girl gang, and the clothes look good. I also appreciate the wet ground, so you can tell the soaked hair isn't just a fashion thing -- it actually just rained.

Photo: Coach
Photo: Coach
Although Coach's sales dipped in the first quarter (after the fall ads were released and fall product hit stores), the company seemed confident that it was making all the right moves and decisions to make its turnaround a successful one. That Coach didn't make any big changes to its campaign aesthetic is further evidence of that confidence.

Posted by Nelio Inacio at 12:33 PM

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