THE (NEW) WILD ONE

COACH CRE­ATIVE DI­REC­TOR, STUART VEVERS, DIS­CUSSES THE LA­BEL’S LAT­EST SCENT, ‘COACH MAN’, ALONG­SIDE POSTERBOY AND GQ COVER STAR JAMES FRANCO.

GQ (Australia) - - STYLE -

Iin­ge­niously ti­tled ‘Coach Man’ is about. En­ter ac­tor, and this issue’s cover star, James Franco. A mul­ti­hy­phen­ate known for artsy pas­sions (act­ing, writ­ing, di­rect­ing, paint­ing) and quirks (cue a CV that in­volves a cata­tonic level of on-screen spliffs, some de­cent in­die turns and a stint on Gen­eral Hospi­tal along­side his mother), what Franco ul­ti­mately de­liv­ers the NYC brand is a sense of cool – a point rammed home by the James Dean-es­que ad cam­paign shot by Steven Meisel, star­ring Franco, vin­tage mo­tor (a Ply­mouth Valiant) and leather jacket. Coach cre­ative di­rec­tor, Stuart Vevers, first met Franco to dis­cuss his in­volve­ment with the fragrance on the dark­ened set of the ac­tor’s up­com­ing HBO drama The Deuce. “The set was like the back­room of a night­club,” says Vevers. “It was per­fect.” Franco agrees. “Yeah, the show is all about the porn in­dus­try and the sleazy New York of the ’70s, and I’m

sit­ting there with my full-on porn ’stache – it just felt like the per­fect meeting place to dis­cuss fragrance.” To­day, the pair’s re­united in the less du­bi­ous en­vi­rons of the la­bel’s starkly min­i­mal­ist New York head­quar­ters, where cel­e­bra­tions for its first men’s scent since 2013 take place over a break­fast of cit­rus berg­amot donuts and gera­nium and white as­para­gus flan. Yep, flan. As the TVC plays on loop, the ac­com­pa­ny­ing cam­paign guff her­alds an ap­proach want­ing to cap­ture an ‘Amer­i­can dreamer, a mav­er­ick spirit, an ad­ven­tur­ous risk taker with a rebel heart and a ro­man­tic streak. [It] evokes a feel­ing – it has a New York at­ti­tude, an Amer­i­can au­then­tic­ity’. Eager to in­clude some al­lit­er­a­tion, we’re also told the scent’s ‘cu­ri­ous, con­fi­dent, cre­ative, cool’. “I loved the idea of work­ing with an Amer­i­can brand and I was fa­mil­iar with what Stuart had been do­ing since he got to Coach – it re­ally fit my sen­si­bil­ity,” states Franco. “All of my style icons are Amer­i­can – from the 1950s and 1970s – and Coach was draw­ing on that real kind of clas­sic Amer­i­can in­flu­ence. We seemed to share a lot of the same tastes. It was the per­fect fit, re­ally.” Built on notes of ve­viter, suede and am­ber­gris – work­ing to top notes of green nashi (pear), berg­amot and kumquat – the fragrance is both crisp and (their words) ‘en­er­getic’, en­twined with a warmth that spills from its woody base. In­ter­est­ingly, Franco’s fragrance story (yes, that’s a thing) to this point has in­volved some petty theft, lift­ing bot­tles of Guy Laroche’s ‘Drakkar Noir’ as a teen. “We were id­iots,” the ac­tor ad­mits, adding it was all a ploy to im­press girls. “We would drown our­selves in it. We thought girls would be so into it.” Vevers man­ages to steer things away from il­le­gal­ity and back to fragrance, stat­ing the clear vi­sion he wanted to take with the ‘For Men’ scent and Coach’s part­ner­ship with Franco. “I re­ally fo­cused on how I see the Coach guy and what it is that in­spires me about him, which is a mav­er­ick with a nos­tal­gic heart… The man who wears this fragrance sums up New York – there’s at­ti­tude, but there’s also a bit of charm thrown in.” Sounds good. ‘Coach Man’, (60ml) $85; coach.com

“IT JUST FELT LIKE THE PER­FECT MEETING PLACE TO DIS­CUSS THE FRAGRANCE.”

JAMES FRANCO IS THE NEW FACE OF ‘COACH MAN’ FRAGRANCE.

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