American apparel, accessories and leather goods brand Coach, has undergone a refreshing makeover in recent years.
Previously reputed solely for its bland and somewhat matronly handbags stamped with its signature “C” pattern, Coach, under the creative direction of Stuart Vevers, has rebranded itself as a brand to appeal to the masses.
Its spring-summer collection for 2017 for instance, blends on-trend elements like Victorian influences, boxy leathers, voluminous ruffles, sheer textiles, camouflage prints, appliqués and embroidery.
There’s a newfound boost of energy in the fashion label, evident in both clothing and handbags alike — the Coach Swagger Bag is marketed at a younger generation, and is consistently given a colour or print update each season.
So, it comes as no surprise that the label would enlist none other than Selena Gomez, as the new face of the brand. As part of the new partnership, Gomez will star in the brand’s fall 2017 fashion campaign, and will collaborate with Vevers for a special design project.
Gomez will also join the Coach Foundation in its support of Step Up — an American organisation that works to empower teenaged girls from under-resourced backgrounds.
“The woman I design for is authentic, honest and possesses a romantic charm mixed with a cool, confident attitude. Selena embodies all of these qualities perfectly — but the fact that she has always loved Coach, and believed so strongly in our philanthropic mission, made her a true Coach girl,” says Vevers.
Gomez seems equally thrilled with the partnership. “I am so excited to work with Coach and love the clothes and accessories designed by Stuart Vevers,” she says. “I am especially looking forward to getting to know the Coach team as well as becoming involved in the Foundation’s support of Step Up. On top of all that, collaborating on a piece with Stuart for next fall makes this beyond special to me.”
Gomez was scheduled to perform in Dubai in November of 2016, but announced on August 30 that she was cancelling her remaining tour dates to take time off and focus on her health.
She reportedly joined a rehab facility in Tennessee, and then re-emerged into the spotlight at the American Music Awards last month, where she gave a powerful speech to fans while accepting the award for favourite pop/rock artist. Earlier this month, Gomez was announced to be this year's most popular celebrity on Instagram, with a whopping 105 million followers.
