Coach Redesign the American Dream for SS18

Keith Haring, Baseball and Studio 54 all influence the Americana Craze at Coach SS18

Coach is brand synonymous with New York City. It soaks up its inspiration from the city’s streets and the diversity of American culture and reimagines it as luxury items of clothing and accessories, coveted the world over. Its clear design identity has been nurtured under the shrewd direction of its designer, Stuart Vevers allowing Coach to rise through the ranks to become one of fashion week’s must see collections.

SS18 saw the label pay homage to one of New York’s most legendary designers, Keith Haring. His discernible graphics brandished t-shirts, hoodies and faux fur jackets giving Vevers designs an urban, subversive twist. The artists work will also feature on the SS18 accessories range through tokenistic, punk-like patchworks on their signature coated canvas handbags for some high fashion customisation.

The collection also presented its take on other Americana aesthetic strongholds/ tropes from embroidered baseball jackets, suede western shirts and prohibition era slip dresses. The glittered runway created the perfect setting for reflecting every ‘state’ of dress giving the whole show an added Studio 54 quality. This season Coach returned to its roots in other ways too, it reintroduced its signature motif, celebrating the labels inimitable heritage. The history of Coach echoes the history of the USA itself which Vevers was eager to highlight for Summer 2018 – giving us all a lesson in art and fashion history.

Coach boasts a tribe of cult celebrity followers who advocate the brands unique design ethos. Its fan base includes models Kate Moss and Adwoa Aboah, campaign star Selena Gomez, actor, style hero Chloë Sevigny and singer Zayn Malik.

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