Add scruffy trainers and worn-out PJs too. Coach is trading its classic, polished style for rugged fashion in its spring-summer line.
You would easily know a Coach handbag, wallet, or clothing when you see one. Apart from its iconic “C” logo, which either comes as a hardware or monogram pattern, the aesthetic of its products is sophisticated, polished, and of high quality — in other words, perfect.
That was until Coach, one of the world’s leading accessible luxury and lifestyle brands, debuted its spring-summer 2025 collection at New York Fashion Week on Sept. 10.
Since it was founded in New York in 1941, Coach has been succeeding with a business strategy of producing high-quality products that can withstand changes in fashion. The brand has since become popular for its timeless, sophisticated designs rather than being trendy.
Over the last few years, “relatable” has clearly become the trend in fashion. And for Coach creative director Stuart Vevers, being relatable plays a crucial role for a brand to be timeless. He believes that luxury should be “personal rather than perfect.”
“Perfection doesn’t create desire. Something that is loved and worn has more appeal than something that is perfect and precise. The idea of strict perfection in luxury doesn’t interest me very much,” the British designer said in an interview with The Guardian.
The luxury brand made sure to reflect the change, from every piece in its newest collection down to its launch which was held closer to the public. From last year’s venue at the history hall of the Park Avenue Armory, Coach brought its NYFW 2024 program to High Line, a public park built on a former freight rail line. Instead of an elevated runway, models sashayed around Swiss artist Pamela Rosenkranz’s pink and red 25-foot-tall sculpture called “Old Tree.”
Each of them showcased the Coach spring-summer 2025 collection which is marketed to today’s consumer generation, especially the Gen Z. Vevers said he is fascinated by how this emerging cultural powerhouse is discovering American classics “through fresh eyes.”
Gen Z is a generation that is bold, expressive, and experimental. They value authenticity, individuality, and diversity. Because of this, they are no longer impressed by visual perfection often observed online. And when it comes to fashion, Gen Zs enjoy buying new pieces but do not want them to look brand new. They would instead blend them with their secondhand finds.
That is why for Coach’s spring-summer 2025 collection, Vevers opted for a laid-back street style. His designs combine American classics with New York’s skateboarding and graffiti culture. He said he wanted to make “an outfit that isn’t a symbol for the American dream, but clothes that speak to today’s American reality.”
The first set comprises preppy staples including blazers, jackets, chinos, and sneakers. Pants have baggy silhouettes and fringed edges fashioned after skateboarders, while blazers are oversized and unstructured.
The traveler-favorite “I heart NY” shirt was revamped in several ways, with some having moth-eaten holes, pen-scribbled texts, and beaded hearts. Its inclusion in the collection not only coincides with Vevers’ concept of mixing modern style and classic touches but is also a celebration of the city’s vibrant culture and dynamic people.
Worn-out pajamas added an interesting twist to the collection, with Vevers weaving different patterns together and making briefs out of them.
For the fabrics, the designer used leather, satin, and suede sourced from vintage stores and specialty fabric suppliers. They came with a palette of blacks, browns, and pastels alongside denim. The mix added softness and timeless appeal to the rugged collection.
Accessories came in the form of vibrant bags, which include a crossbody iteration of the bestselling Tabby bag. Jazzing up the outfits further are DIY sneakers with scuff marks and charms such as a cassette tape and Mustang die-cast cars.
Watch the Coach’s spring-summer 2025 show at the New York Fashion Week below.
