Coach Blends Past, Present and Future in Coach Forever Collection

Launched during a virtual presentation, Coach Forever honors optimism for the future with sustainability in mind.

Coach has recently launched its spring 2021 collection with a virtual presentation and campaign called Coach Forever. Coach Forever highlights the brand’s new, vintage and even archival designs as a way to honor the optimism to craft, community and responsibility to the planet. The collection also features re-contextualized key pieces from fall 2020.

Inspired by Coach Creative Director Stuart Vevers’ vision of practical optimism, the collection gives us a story of Coach bags beyond the runway. The bags are seen worn, personalized, cared for and passed down from one person to another. It offers a vision of a more mindful future without compromising Coach’s legacy of craft. Coach Forever is a statement from the brand about responsibility and a reflection on what matters most in a world like this.

This collection also sees a new bag crafted from vegetable-tanned, naturally-dyed leather alongside totes made completely of recycled materials. These include fabrics made from recycled plastic bottles, accessories and ready-to-wear crafted of up-cycled remnants and vintage pieces personalized with embellishments and embroidery. There’s also a special collection called A Love Letter to New York dedicated to the city’s spirit of creativity, optimism and courage. The collection is made in collaboration with New York artists to support the communities in the brand’s hometown.

“With Coach Forever, I wanted to find new ways of doing things,” said Vevers in a press statement. “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.”

With the Coach Family, including Kate Moss, Megan Thee Stallion, Jon Batiste, Cole Sprouse, Kiko Mizuhara and many more, the presentation tells a story about the importance of community and inclusivity. It was shot remotely around the world, each segment revealing the collection and cast through Juergen Teller’s lens. For the film presentation, Vevers and Teller worked with singer, songwriter and producer :3ION to write the music and debut the song “Yesterday”.