Coach's Stuart Vevers Shares His Trend Predictions for Fall
Our take
The fashion landscape is in constant flux, a swirling ecosystem of trends, revivals, and emerging aesthetics. Stuart Vevers, Coach’s creative director, recently offered his perspective on the upcoming fall season via *The Who What Wear Podcast*, and his insights provide a valuable window into the direction the industry is subtly, yet decisively, leaning. It’s a conversation worth noting, especially considering the current emphasis on understated luxury and timeless silhouettes – a shift we’ve observed alongside the rise of brands like those highlighted in The Buzzy NYFW Brands You Can Shop Right Now. Vevers' predictions, focusing on a return to classic Americana with a touch of unexpected detail, seem to align perfectly with this broader movement away from overt maximalism. This isn’t about chasing fleeting viral moments; it's about building a wardrobe with enduring appeal.
Vevers’ emphasis on individuality and personal expression, rather than rigidly adhering to a prescriptive trend, resonates deeply with the current cultural mood. The consumer is increasingly discerning, seeking pieces that reflect their unique identity and offer a sense of quiet confidence. He highlights a desire for clothing that feels both familiar and fresh, a sentiment that speaks to a yearning for comfort and authenticity in a world saturated with noise. The revelation regarding Coach’s most underrated bag – a seemingly unassuming piece that embodies this understated elegance – is particularly telling. It’s not about the loudest logo or the most extravagant embellishment; it’s about the quality of the craft, the timeless design, and the feeling it evokes. This echoes the appreciation for heritage brands and well-made goods, a sentiment also evident in the enduring appeal of Katie Holmes’s affinity for a Target tote designed by a cool NYFW brand, as detailed in Katie Holmes's Target Tote Was Designed by One of NYFW's Coolest Brands. Both examples underscore a desire for accessible, yet thoughtfully designed pieces that integrate seamlessly into everyday life.
The broader significance of Vevers’ perspective lies in its confirmation of a larger shift within the fashion industry. We’re moving beyond the era of “look at me” dressing towards a more considered and intentional approach to style. This isn't to say that bold statements and experimental fashion are disappearing entirely; rather, they are being balanced by a renewed appreciation for classic tailoring, quality materials, and designs that transcend fleeting trends. This emphasis on longevity and versatility also speaks to a growing awareness of the environmental impact of fast fashion. Consumers are increasingly seeking pieces that will last, both in terms of durability and timelessness, reducing the need for constant consumption. Even the recent online discussion about a surprising yard sale find of vintage heels, as seen in I found these at a yard sale. What do you think?👠, hints at a renewed interest in pre-loved and sustainable fashion choices.
Ultimately, Stuart Vevers’ insights offer a reassuring glimpse into a future where fashion prioritizes authenticity, individuality, and enduring style. The move away from fleeting trends and towards a more grounded aesthetic reflects a broader cultural shift towards intentional living and a rejection of superficiality. It’s a space where quality craftsmanship and thoughtful design reign supreme, and where personal expression takes precedence over fleeting trends. The question now is: how will other brands adapt to this evolving landscape, and will they be able to capture the essence of this quiet, confident luxury that Vevers so eloquently describes? The answer will likely shape the direction of fashion for seasons to come.
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Coach Creative Director Stuart Vevers first got into fashion by going out. "I definitely got into fashion through going out, through clubbing," Vevers says. In the latest episode of The Who What Wear Podcast, Vevers shares how he got his start in the industry by literally knocking on an interviewer's door, the hints he can share about Coach's upcoming collection, and more. To read excerpts from the conversation, scroll below.
Can you tell us a little bit about how you first got interested in fashion and thought maybe that was the industry for you?
I grew up in the north of England, a working-class family. It felt, in retrospect, quite far from the world of fashion. I definitely got into fashion through going out, through clubbing. I'm tall, and I was tall for my age at like 15, so I could get into nightclubs quite young. The excitement of dressing up led to me researching outfits.
I used to make things. My grandmother was involved in amateur dramatics at her local theater. I would go to her house, and we'd make outfits or bits of outfits together, and then I started to research designers. I discovered fashion as something to do rather than something to buy, with a lot of help from my grandmother.
Talk to me a little bit about moving into the industry after college. I read that your first job was at Calvin Klein—not just any era of the brand but late-'90s Calvin Klein. What was that experience like?
In many ways, it was just mind-blowing. I still didn't really know a lot about the industry, but I very quickly realized it was a competitive world. I knew I would have to work hard and stand out and all of those things.
I was actually interviewed for Calvin [Klein] in London, so they were recruiting in the UK. I wasn't actually on the interview list, but a friend was going, and she divulged the location, and I actually just knocked on the door of the interviewer. She was more interested in me because of that. I don't know for sure, but it seemed like she was interested in the fact that I pushed my way in.
I studied womenswear at college, and she was interviewing for womenswear. She didn't think I was right for her team, so she actually put me forward for a job in accessories, and that's actually how I got into accessories.
I have to talk to you about New York Fashion Week because it is nearly upon us. I know that you can't reveal all of your secrets, but I'm wondering if there's any insight that you can share about your inspiration for the upcoming collection.
There's something a little bit more controlled about it, but things start to act a bit strangely when you look closely. And there is a bit of a journey in the show. We start in one place and… I'm saying it as if it's done. We're not quite there yet, but that's the intention, at least today. We're celebrating our 85th anniversary, so that's part of it. We're bringing people into our world and hosting them and telling some stories about Coach along the way.
Actually, the collection itself is very forward-looking. There's really no retrospective elements from either my time at Coach or through the history of Coach. There [are retrospective elements] in details and ideas, of course, but the collection as a whole is quite forward-looking. There's something a bit more controlled about it.
As someone who actually sets trends and moves the way that America dresses, the way the world dresses, do you have any predictions for any trends this fall?
People are experimenting more. I get a sense that people are more drawn to the strange in this moment. I think it might come down to self-expression. I'm seeing more things that surprise me, some stranger things. We've mostly come through a quieter period, in a way.
What is the most underrated Coach bag?
Probably, I would say Rogue. It's been part of our collection, then it's not, and now it's back again. I do think that was a really important moment for Coach when we introduced Rogue. I met someone once at a party who I'd known years before, and she was like, "I didn't think I'd go back to Coach, and you got me with that bag. … There's something about it. I just had to have it." It's definitely a bag that I really love.
This interview has been edited and condensed for clarity.
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