A windswept young woman leans on a vintage purple Cadillac. Wild flowers reach up from the ground to touch against her floral dress. The misty skyline of New York City backdrops the scene. It’s a moment of contrasts. The moment when the American rite of passage meets its destination and carefree Midwestern innocence meets the city that never sleeps.
However, the young woman in question isn’t a naïve small town hopeful – at 20, Chloë Grace Moretz is already a Hollywood veteran, with more than 30 movies under her belt. The scene is also more than a moment in one woman’s journey, it is the latest campaign shoot for Coach, a company that has come from a small family-run leather workshop founded in 1941 to a leading global lifestyle brand.
Shot by renowned photographer, Steven Meisel, this latest campaign is all about contrasts. Not just a contrast in terms of the company’s evolution from its humble beginnings, but also contrasts in terms of its general approach to creativity.
Chloë has a sense of optimism that is the perfect juxtaposition to the New York City backdrop, Coach’s home city, her ease and effortlessness of style feels relevant and very Coach.
This iconic American brand has British-born Stuart Vevers as its executive creative director – a position he has held since September 2013, leading all creative aspects for the leather house, including women’s and men’s design, brand imagery and store environments. Vevers cast Moretz as the face of the campaign, and for good reason.
“Chloë has a sense of optimism that is the perfect juxtaposition to the New York City backdrop, Coach’s home city, her ease and effortlessness of style feels relevant and very Coach.”
This theme of juxtaposition is even carried through to Coach’s new fragrance. Created by perfumers Sonia Constant and Natalie Gracia-Cetto, Coach Eau de Toilette is inspired by the spontaneous energy and downtown style of New York City. A fragrance full of contrasts, it opens with fresh pear, which gives way to timeless and elegant white Alba roses, before drying down to a sensual cedarwood base note.
This is all captured in a bottle that is the ideal tribute to the heritage of the original American house of leather, a feminine oval bottle references many of Coach’s iconic codes. Its spray cap is shaped like a silver turnlock, imitating the signature clasp on Coach bags. A hangtag in pink leather and polished metal add a distinctive finishing touch. A horse and carriage logo, an enduring symbol of Coach craftsmanship, is subtly engraved into the glass.
A juxtaposition between modern day luxury and heritage perhaps, but it’s also a continuum of innovation and creativity.