Coach’s Stu­art Vev­ers and his muse Chloë Grace Moretz are redefin­ing the idea of lux­ury.

ELLE (Canada) - - Beauty -

here’s the thing about lux­ury brands: Part of their mys­tique is that they are un­at­tain­able to most. But Coach isn’t about in­tim­i­da­tion, as­serts Stu­art Vev­ers, the brand’s ex­ec­u­tive cre­ative di­rec­tor. “Coach is not just about a sta­tus of wealth; it’s about a cer­tain ease,” he says at the launch of the Amer­i­can fash­ion house’s lat­est fra­grance, Coach Eau de Par­fum, in New York City. “It’s about play­ing with what I con­sider to be the new codes of lux­ury.” When he was de­cid­ing on the notes for the scent, it was the Coach girl—some­one with a “down­town” sort of at­ti­tude, says per­fumer Juli­ette Karagueu­zoglou—that Vev­ers had top of mind. He pic­tured a young wo­man head­ing out on an adventure, much like the cross-coun­try road trip that Chloë Grace Moretz, the face of the fra­grance, took to cel­e­brate her 18th birthday last year. “It isn’t about a fan­tasy jet-set life­style,” he ex­plains. (Think a wind­blown Moretz in a vin­tage Cadil­lac, not a re­al­ity-TV star floss­ing in a Rolls-Royce Ghost.) “A sense of in­spi­ra­tion, joy and op­ti­mism is at the heart of this fra­grance.”

1. LEAN IN. “I love that the fra­grance re­ally does cap­ture the idea of young women right now,” says Moretz. “It has notes of Turk­ish rose and rasp­berry, which are sweet and soft and light, and then it has a sexy san­dal­wood leather and musk. These notes al­low you to em­brace your sen­su­al­ity, which is what we are fi­nally do­ing. We un­der­stand that we don’t have to be ’80s CEO power women, and we also don’t have to be ’50s housewives. We can wear a flo­ral sweater and still be the CEO of a com­pany.”

2. EM­BRACE NOS­TAL­GIA. “I’m an out­sider,” says the Bri­tish-born Vev­ers. “I’m not from Amer­ica, and all my cul­ture ref­er­ences growing up were ei­ther through cin­ema or mu­sic. Now that I’m at Coach, it felt so in­stinc­tive and au­then­tic to be ref­er­enc­ing Amer­i­can cin­ema, cul­ture and style. Be­cause I grew up learn­ing about Amer­i­can cul­ture through cin­ema, ev­ery­thing to me has this kind of Hol­ly­wood glow to it.”

3. TAKE RISKS. “Part of my role is to chal­lenge and push my­self, the com­pany and all of us who work there,” says Vev­ers. “Fash­ion is about look­ing for­ward and ex­per­i­ment­ing; it’s also some­times about re­belling and chal­leng­ing the sta­tus quo. Those are qual­i­ties that the Coach girl has. One of the rea­sons we’re still ref­er­enc­ing what Bonnie Cashin [the brand’s first cre­ative di­rec­tor] did in the ’60s is be­cause she took a risk. She wasn’t afraid to move Coach for­ward.” Moretz says that com­ing out about her re­cent re­la­tion­ship with Brook­lyn Beck­ham was a huge risk. “It was a re­ally big deal for me; I’d never done that be­fore. We spent a week to­gether in L.A., and it was like eight pa­parazzi ev­ery day. It was crazy, but at the same time it was dope. I was like, ‘Look, we don’t have to hide when we go to the movie theatre. We can just say “Fuck it” and hold hands and be a cou­ple and not worry about being seen.’ These out­side forces put a lot of pres­sure on a re­la­tion­ship. It’s also re­ally free­ing.”

4. NO NEW FRIENDS IS NOT YOUR THING. “The idea of ex­clu­siv­ity needs re­vi­sion,” says Vev­ers. “Some­times ex­clu­siv­ity just means ex­cluded, and that doesn’t feel mod­ern to me. It be­longs to an­other time, and I think that to­day it’s about being in­clu­sive. When I think of my­self growing up, with my back­ground in the north of Eng­land, I loved fash­ion. And I hate the idea of me walk­ing into a bou­tique and feel­ing ex­cluded by ei­ther at­ti­tude or price. I think lux­ury can be friendly.” Moretz agrees: “Ex­clu­siv­ity is out the win­dow,” she says. “The idea of only hav­ing your lit­tle clique of friends is done. I have the most var­ied group of friends—in vary­ing age ranges, all over the world, in dif­fer­ent so­cio-eco­nomic sit­u­a­tions—and I think that our gen­er­a­tion is a gen­er­a­tion of free­dom in a lot of ways, which is cool.”

Pho­tog­ra­pher Steven Meisel shot the cam­paign, which fea­tures Moretz on a road trip to New York City.

The bot­tle’s de­sign is a nod to clas­sic Coach el­e­ments: a gold turn lock rem­i­nis­cent of the clasp on the brand’s hand­bags, a hang tag and the horse-and­car­riage logo. Coach Eau de Par­fum Spray ($90 for 50 mL). For de­tails, see Shop­ping Guide.

Vev­ers of­ten ref­er­ences films by Amer­i­can di­rec­tor Ter­rence Mal­ick. Above: Days of Heaven and Bad­lands

“I wanted to use Coach’s story and her­itage as a touch­stone for this fra­grance,” says Vev­ers, be­low.

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