Sweet City LifeCoach explodes the energy of big city life in an exclusive pop-up in store
Words by Harriet Quick
Passers-by on city streets, passengers on the graffiti-daubed subway, block parties and sub cults, rush hour and happy hour - the many faces of everyday life is Stuart Vever’s number one fascination. The creative director of the American brand Coach has a deft way of seizing the now.
“I was struck by fact that the next generation view luxury in a different way – it’s not about formality or investment, nor is it hidebound by tradition in that European way. A luxury item can be playful and it can be a sneaker or a backpack. In the past, luxury was born of the idea of rarity and being out of reach,” says the forty-something Brit who previously held top roles at Mulberry and Loewe.
To celebrate the vigour of urban life, Vevers and Coach are transplanting a slice straight into our Lane Crawford ifc mall store in Hong Kong and Shanghai Times Square in China, in the shape of replica subway carriage with immersive displays of local graffiti art, cityscape photography and a cacophony of customisable accessories, menswear and womenswear.
“I love the idea of interchangeable elements – this was about me putting my stamp on the house and turning ubiquity on its head,” says Vevers of the badges pins, straps fobs and Rexy the house mascot dinosaur that adorn designs. Styles such as the Kisslock Satchel and the Dinky can be personalised with tea rose appliques and monograms.
Vevers biggest breakthrough was to launch ready to wear with flirty tea dresses, denims, and stadium jackets at the core. “They all come from America and yet they still resonate around the world,” he says.
And it is real-life that Vevers and his team constantly plunge into to move forward. “It’s the most fun part of my job when an idea comes from nothing and it burns in your brain. That’s creativity because it was not there before.”
Discover the Coach pop-up in store at Lane Crawford ifc mall from July 25 – August 22 where you will have the exclusive ability to design your own tea rose applique to personalise your Coach bag.