With the world slowly opening up again, Coach proudly launched its Spring 2021 collection in stores on Wednesday, along with an exclusive embroidery service available at selected outlets for a limited time only.
Dubbed Coach Forever, the collection features a combination of past, present and future design cues revealed through a virtual presentation in collaboration with Juergen Teller and a global cast of Coach Family members. Born out of unprecedented times, it serves as a “reflection on what matters most right now and a statement about responsibility, renewal and reduction.”
Imbued with Coach Creative Director Stuart Vevers’ vision of practical optimism, Coach Forever is founded on three key pillars: the theme of nature, the house’s commitment to sustainability, and the spirit of craft and community.
“With Coach Forever, I wanted to find new ways of doing things,” Vevers explained. “It was important to me to challenge how we create our collections, and consider their impact on our communities and the planet. I’m excited to keep exploring that through designing and learning, and to have brought this to life with Juergen and our Coach Family.”
To set the tone for the collection and its message, selected global retail stores have been enlivened with an installation of live plants mirroring the lush greenery seen in the virtual presentation – including the Pavilion Elite Kuala Lumpur store we visited on launch day.
The collection itself underscores a more environmentally conscious approach to fashion, offering bags crafted to last from vegetable tanned, naturally-dyed leather, alongside totes made entirely of recycled materials. There are accessories crafted from upcycled remnants from the leather industry, ready-to-wear pieces made from more sustainable materials such as organic cotton, as well as reimagined vintage pieces adorned with embellishments and embroidery.
Sheena Liam's exclusive embroidery work on Coach bags
(swipe left to discover the collection)
