This fall, Coach reenters the fragrance game with a New York-inspired Eau De Parfum.
Actress Chloë Grace Moretz stars in Coach’s new ad campaign, shot by Steven Meisel.
To mark its 75th anniversary, Coach pays homage to its Manhattan heritage with a fitting new scent of contrasting notes like raspberry, soft Turkish rose, and dry suede musk. Here we speak with Coach Creative Director Stuart Vevers on what excites him about fragrance and why Chloë Grace Moretz is the perfect muse.
Similar to your Spring 2016 Ready-to-Wear collection, Coach Eau de Parfum explores a journey. It’s that idea of freedom and discovery. I’ve always seen the Coach girl as having quite an eclectic sense, so I love that a road trip gives the idea of picking up pieces along a journey and putting them back together in a very personal, individual way.
How does the fragrance honor the brand’s 75th anniversary? This is a great way to share the new direction of the brand with a bigger audience. And that’s what I’m most excited about working with fragrances—I get to touch something that’s going to speak to a lot of people.
Why was Chloë Grace Moretz selected as the face of the campaign? There’s a sense of optimism about her. She’s got an ease and an effortlessness that really speaks to a fresh way of looking at luxury. Coach isn’t a jet-set luxury brand; it’s rooted in reality, and I think Chloë has that about her. Americana Manhasset, 2118 Northern Blvd., 516-365-2777