Coach Fall 2021 Ready-to-Wear
art and culture
Stuart Vevers and Coach’s collection videos may end up being frontrunners for Fashion Film of the Year. The brand’s Coach TV program, a lineup of shorts written and directed by Frances Frances, is the rare instance of a digital fashion experience being just as good, if not better, than the real thing. It’s not just because of the popcorn and candy the brand sent in the mail: Coach’s method leaves fashion shows firmly in the past. The label has gone all in on the dynamism, narrative, and comedy the silver screen offers, letting the clothing be the supporting cast for its stars Megan Thee Stallion, Michael B. Jordan, Jennifer Lopez, Tavi Gevinson, Cole Sprouse, KJ Apa, Rickey Thompson, Hari Nef, and more. The many segments that make up Coach TV are kitschy, funny, sensual, and surreal, spoofing TV shows like Friends and the Home Shopping Network. Fashion is truly in the service of storytelling—and isn’t that the point of all this? To sell clothing in a way that allows people to imagine it in their own lives, in their own stories?
Vogue
Feb 23, 2021