What do dinosaurs, Popeye, sparkling bows, rubber duckies, varsity jackets, and colourful charm bracelets have in common? They are all elements that Stuart Vevers, the creative director of Coach, has woven into his collections for the iconic brand. Since his arrival at the American fashion house 11 years ago, the British native has enthusiastically focused his energy on designing pieces that have a playful whimsy at their core or tug on the heartstrings of those who love all things Americana.

“To some extent, an outsider’s perspective on a country, a style, and even a brand can be quite beneficial,” says Vevers about his upbeat approach to fashion. “I’m very comfortable referencing the every day – even the mundane in American style – because I didn’t grow up with it, and for me, it holds a certain exotic charm.”

In an era when fashion designers seem to be trapped in a revolving door of changing brands, Vevers has been able to methodically grow the codes of the Coach, which didn’t even present a ready-to-wear runway show when he first joined the company in 2013. “I feel very fortunate to have had the time to really establish my point of view,” he shares. “At Coach, it’s about listening, feeling connected, and digging into what differentiates us as a house.”

And what is it that sets Coach apart? Vevers’ fascination with youth culture has definitely played a critical role. He is constantly on the lookout for what speaks to the brand’s Gen-Z audience – and those who embrace their inner Gen-Z, even if their birth certificate puts them in a different demographic. “The next generation always inspires me,” confirms Vevers. 

But staying genuinely connected to a generation other than the one he was born into means the designer needs to be receptive to concepts or ideas that fall outside his creative comfort zone. This openness to being challenged is mirrored in Verves’ approach to the idea of luxury, a concept he believes is evolving rapidly. 

“The way the next generation sees luxury is fundamentally changing,” he says. “It’s no longer about rarity or formality but about how we can listen, adapt, and offer meaningful experiences.”

Intentionality is one hallmark of Gen-Z consumers. They want to invest in brands whose ethos is aligned with their own moral compass. One area that is particularly concerning for luxury shoppers in this demographic is sustainability. 

As luck would have it Vevers, who is the father of four-year-old twins, is also laser-focused on making Coach a brand that always keeps its environmental impact front of mind.

 “Sustainability isn’t just a responsibility – it’s redefining the aesthetics of traditional luxury,” he asserts. Coach’s initiatives like Coach (Re)Loved and Coachtopia reflect this evolution. 

“Our runway has become a laboratory for new ideas,” says the designer. “From upcycling post-consumer garments to giving pieces second or even third lives, it’s about leveraging Coach’s scale to create impactful change.”

The conversation around sustainability extends even into the realm of creativity. Coachtopia, designed as a sustainability-centric offshoot, allows for unencumbered innovation. “It’s a meaningful business in itself but also a proving ground. Successful ideas can eventually transition to Coach’s main line, amplifying their effect,” explains the designer.

During Vevers’ tenure, another receipt for success for Coach has been its ability to build a sense of community and collaboration. With Coach Create, Vevers made it possible for customers to personalise their bags with different accessories or endearing embellishments. 

Fans of the brand in London were able to experience Tomorrow’s Vintage, the label’s first-ever concept store, where artists like Candice Lau customised vintage Coach bags with unique artwork, and DJs like Savanna Smalls popped in to play free eclectic music sets for store visitors. Even the bespoke nature of the limited-edition bags that were upcrafted as part of the Coachtopia project somehow felt collaborative in nature.

“Fashion is about self-expression,” affirms Vevers with a smile. “Seeing how people style and customise our pieces brings me immense joy.”

The pandemic marked another pivotal chapter for Vevers at Coach, as he chose to keep working while the world pushed pause. “Fashion became a real source of joy and self-expression during that time,” he reflects. “It reminded me why I do what I do.” This joyful attitude ended up manifesting in remote collaborations and collections, solidifying Coach’s resilience and inventive spirit.

On the personal front, becoming a father naturally profoundly influenced the designer’s outlook on life. “Having children definitely made me more in touch with my emotions,” he reveals. “It’s made me more vulnerable and open-minded.” 

This emotional depth resonates in his designs, through which he explores themes of pleasure and intimacy – as seen in the current collection’s cheerful proposition. “We leaned into this idea,” Vevers says. “From bows to accessories, it was all about a pleasure for the senses.”

Looking ahead, the designer remains excited about Coach’s ability to continue to resonate with new audiences. “I want to embrace and celebrate what makes us different as a house,” shares Vevers. “I’ve seen how powerful it can be when you’re really true to who you are. And sometimes, the things you thought were perhaps a challenge or a disadvantage can, if approached in the right way, be the thing that differentiates you. It’s just about reframing the way we think about things.”

His ability to see things from different perspectives and his openness to ideas that challenge his sartorial status quo point to a leader self-assured enough to surround himself with people who are ready and willing to explore fashion’s uncharted territories with him – a mission Vevers will no doubt embrace with the same joie de vivre that’s come to personify Coach.