Coach’s redeveloped aesthetic, overseen by creative director Stuart Vevers, has been captured in a new book.
Published by Rizzoli, “Coach: A Story of New York Cool,” was written by Tulane professor Joel Dinerstein with art direction by Fabien Baron. It marks the brand’s 75th anniversary, and comes at a particularly pivotal time in Coach’s history.
Dinerstein, who teaches courses on the history of “cool,” was tasked by David Duplantis, Coach’s president of global marketing. Dinerstein had curated a 2014 exhibit called “American Cool,” at the Smithsonian’s National Portrait Gallery, and also wrote its companion book.
“Stuart always uses cool, it’s a key word with him — and not in a superficial way. He understands cool as an American aesthetic,” Dinerstein said.
The book is organized, “by decade — with three parts braided together, intertwining the ideas of the pop culture of each decade, what’s cool in New York pop culture in those decades, and then what’s happening with Coach.”
Dinerstein spent two months researching at Coach’s in-house archives and found “a great story.”
“It’s cool at the moment to be doubling down on the global American iconic aesthetic,” he said. “A fresh mash-up of those kinds of things is what Stuart is doing.”