Coach solidifies its new campaign aesthetic
For the new ads, Coach cast some of the same models and hired the same creative dream team of Meisel, stylist Karl Templer, art director Fabien Baron, makeup artist Pat McGrath and hair stylist Guido Palau. The images have the same layout: a wider black-and-white shot next to a close-up of the bag the model is holding collaged against a New York City landscape. It looks good, though our favorite image from the campaign is the one that looks the least like last season's, featuring all the models -- Binx Walton, Valery Kaufman, Grace Hartzel, Molly Bair, Dylan Xue, Helge Vondereau, Julia Bergshoeff and Lexi Bolling -- in a big group standing in front of a car. They look like a cool, slightly angsty '70s girl gang, and the clothes look good. I also appreciate the wet ground, so you can tell the soaked hair isn't just a fashion thing -- it actually just rained.
Although Coach's sales dipped in the first quarter (after the fall ads were released and fall product hit stores), the company seemed confident that it was making all the right moves and decisions to make its turnaround a successful one. That Coach didn't make any big changes to its campaign aesthetic is further evidence of that confidence.
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