“This bag does not actually talk back”, says a disclaimer for a faux, oddly sensual, dating commercial for Coach’s new Pillow Bag. Cut, and the scene quickly shifts to comedian Rickey Thompson in a hilarious spin on classic informercials. These are just glimpses to the second season of Stuart Vevers’ Coach Forever Fall Winter 2021 presentation — a seminal television show with references to just about anything that was playing on home screens in the early 2000s.
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Ju Xiao Wen in Coach Fall Winter 2021
With Michael B. Jordon slouching on a couch, turning the channels to Coach TV, this is the relatable-yet-escapist experience the label has tried to mirror with current times. Made in collaboration with Juergen Teller, with a lineup of shorts written and directed by Frances Frances, the Coach Fall Winter 2021 collection feels astoundingly “at home” despite its format. It may just be a rare instance where a digital presentation feels just as good (if not better) than the real thing. Where else could you catch a glimpse of Hyuna and Dawn dancing away without a care in a living room?
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KJ Apa in Coach Fall Winter 2021
“I have always loved exploring the intersection of fashion and pop culture at Coach,” said Vevers in the press release. “I wanted both the collection and the presentation to make sense and resonate in these unique times and I am excited to share both in a way that I hope will entertain and inspire.”
Ma Zhe in Coach Fall/Winter ’21
And make sense it does. Apart from enlisting the familiar Coach Family (Jennifer Lopez, Michael B. Jordan, Kaia Gerber, Megan Thee Stallion, Kiko Mizuhara and more), Vevers armanda of real-life dressing fits perfectly for a (hopefully) post-COVID era of consumers. Layered and loose silhouettes were the focus, with pops of colours appearing everyone from a wool sock to a turtleneck swear laid underneath a knitted cardigan. In other words, they are real clothes for real people, styled the way real people would wear them.
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Kaia Gerber in Coach Fall Winter 2021
It is these efforts in pushing a dynamic narrative that stands out in a room stirring towards tradition. Each aspect of the presentation from the clothes to its cast was geared towards bringing a sense of humour and sensibility to trying times. It was unpretentious and fun — adjectives that fashion needs now more than ever. An innovation with limitation that will firmly leave what we knew of fashion shows behind.
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Discover more of the collection below:
Once you’re done reading this story about the new Coach Fall Winter 2021 collection, click here to catch up with our February 2021 issue!
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