Coach, a 75-year-old leather goods company founded by Jewish couple Miles and Lilian Cahn, has been trying to re-brand of late. First, they recruited it-designer Stuart Vevers, a Brit who cut his teeth working for Calvin Klein and Louis Vuitton. Then, Vevers found a muse in pop-princess Selena Gomez, who remains the reigning queen of Instagram (with 134 million followers). Gomez is now the face of Coach, starring in Coach’s commercials and ad campaigns, like the most recent one shot by famed fashion photographer Steven Meisel, which features the singer lounging on the ledge of a window framing a rose-gold hued Manhattan skyline at sunset.
She recently collaborated with Vevers on a micro-capsule bag collection, which, considering how inoffensive and mainstream Gomez is, fit her aesthetic perfectly — clean and structured lines, monochromatic neutral colors (the outlier was a bold red), and a cloying “story patch” sewn inside with the message, “To be you is to be strong.”
And now, this love affair has gone next level. Gomez will be designing a clothing collection for the brand this fall. Considering how borderline saccharine her bag collection for the brand was, it’s likely that her clothes will be much of the same. Think silky, lacy slip dresses, oversize bombers, and crop hoodies in creamy, neutral hues; in other words, the uniform of the “Instagram generation,” the kind of clothes that appeal to Kylie Klones and street style warriors, aka the people who will inject their lips and take upwards of 100 photos to achieve an “Instagram-worthy” shot.
It is therefore with extreme confidence that I bestow the following prediction — when the collection “drops,” it will sell out, and quickly.