Being authentic and inclusive has been the secret to Coach&rsquo;s 80 years of continued success.

For 80 years, Coach has embodied the quintessential American dream. Born and bred in Manhattan, New York, the octogenarian luxury brand has grown to become an international name, and a hallmark of everything cosmopolitan chic. And ever since Creative Director Stuart Vevers joined the house in 2013, he became the catalyst towards the old- American rebirth of the brand that we&rsquo;ve come to know.

As an Englishman, Vevers saw Coach through a cinematic, almost romantic lens. He sourced for inspiration and developed ideas for his Coach collections with the likes of classic American films like My Own Private Idaho, The Shining, Badlands, The Virgin Suicides and even Jaws.
His literal New York state of mind birthed collections that, in his words, &ldquo;see the beauty in imperfection.&rdquo; Vevers&rsquo; rebirth of classic American style plays out in varsity-inspired pieces and reimagined denim and sneakers &ndash; a move that has attracted a new wave of celebrities to the brand.

Coach&rsquo;s global ambassadors, like starlet Jennifer Lopez and ascendant actor Michael B Jordan, are familiar faces in campaigns for the brand. Lopez talked about how both her and the brand come from New York, so they find &ldquo;[their] common ground in that big city look, reaching for things that are functional, fashionable, but also inspirational.&rdquo;
Despite being in its golden years, Coach maintains a fresh face with its numerous highly-anticipated collaborations. From the limited edition Coach Barbie in partnership with Mattel, to a capsule with Japanese streetwear brand BAPE &ndash; each release is more anticipated than the last. It&rsquo;s a testament to the brand&rsquo;s ability to adapt to the times that they&rsquo;re in, and to stay constantly fresh and relevant.

Coach has also focused on investing in the future. In 2018, the Coach Foundation launched the Dream-It-Real initiative. Since its launch, Coach and the Coach Foundation have donated over $20 million in financial and product donations as part of Dream-It-Real&rsquo;s partnership with non-profits around the world that provide opportunities through access to higher education. Last month, Coach announced its partnership with the Council of Fashion Designers of America to support under-resourced students from underrepresented backgrounds studying fashion design.

&ldquo;I know first-hand how transformative an education can be in helping young designers nurture their voice and find community,&rdquo; says Vevers. &ldquo;I am honoured today to recognise six incredibly inspiring students whose passion and creativity embody the future of fashion.&rdquo;
From finding one's path and purpose to standing up for your values, Coach&rsquo;s spirit has long been focused on nurturing the community that it resides in. The brand now embodies Vevers&rsquo; idea of the Coach muse: Free-spirited individuals united by shared values and the courage to be real.

Coach and the American Dream

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