A NEW DAWN FOR COACH (SS26)

Camz
Sep 17
2 min read

The magic of mornings in new york

It’s a new dawn, it’s a new day, it’s a new life, it’s a new… Coach?” For spring 2026, Stuart Vevers turned the emptiness of a Manhattan morning into pure fashion cinema. Bathed in golden dawn light and projected skylines, the set evoked that fleeting moment of promise before the city wakes.

Vevers, obsessed with this hour, translated it into a palette of whites, creams, and sun-faded tones like clothes kissed by the first rays of summer.

Weathered leathers and patchwork dreams

But of course, this is Coach. We’re not here for starched linens and polite tailoring. We’re here for grit, patina, and just the right amount of mess.

Vevers delivered exactly that: worn-in leathers that looked like they’d lived ten lives, patchwork check tailoring that would make a lumberjack cry chic tears, and workwear pants so roughed up they could have been rescued from a factory floor.

Only here they were elevated with the kind of slouch that belongs on a runway, not a construction site. He added tees printed with the skylines of New York and Seattle because what’s more optimistic than immortalizing concrete and steel?

Bags that tell their own story

And then, the bags. Always the bags. This season, a cylindrical duffel dubbed the Kisslock was designed to nestle under the arm, alongside a hobo-shaped bag with a purse clasp Coach DNA, but rewritten. Vevers stripped the traditional bag charms and instead wrapped his pendants around necks.

Coin purses, heart lockets, silver tags engraved with “My Love” and “Forever Yours” the kind of flea-market treasures you’d find at a New York stoop sale.

Vevers admitted his inspiration came from his own weekend hunts, and the stuffed animals his kids inevitably haul home. Suddenly, Coach jewelry isn’t just accessories; it’s storytelling strung on a chain.

Grit, gloss, and american nostalgia

What Vevers has nailed again, is this uniquely American tension: heartland nostalgia wrapped in countercultural grit. A Stephen Shore photograph brought to life with a 70s-meets-90s twist. Upcycled black leather coats that could belong to a downtown goth, roughed-up denim that spoke of rebellion, scuffed boots stomping out any trace of gloss. And yet, preppy blazers in checks, biker jackets in raw tan suede, and an almost obsessive neatness on top before pants descended into glorious, slouchy chaos.

Vevers himself called it “a bit more polish, some shine,” but really it was an exercise in evolution. Not leaving behind what worked in fall, but refusing to repeat it.

Conclusion: coach at sunrise

At the end of the day or should we say, the beginning of the day,Vevers has propelled Coach further into his carefully constructed universe. One that feels deeply personal and yet globally resonant. He’s managed to bottle the magic of a New York dawn, messy and luminous all at once, and translate it into a wardrobe that’s both wearable and cinematic.

Yes, it’s about bags, yes, it’s about slouchy pants, but mostly it’s about a brand in motion, never static, always chasing the next sunrise. And let’s be real: if this is what Coach looks like before breakfast, imagine what could happen after coffee.

ALL THE LOOKS :