With a campaign starring Jennifer Lopez, Kate Moss, Kki, Ma Zhe, Lu, and Xiao Wen Ju—shot by Juergen Teller and styled by Olivier Rizzo—Coach reintroduces its Rogue bag.
The ad, which was inspired by the Rogue’s distinct attitude and shot in iconic places throughout the world, including London Bridge and Shanghai’s Bund, recounts the narrative of the Rogue’s legacy and artistry.
The Rogue was first shown on the runway in 2016 and is inspired by free-thinkers, rebels, and visionaries. Coach’s Fall collection, “Coach Forever, Season Two,” includes a new organic and recyclable version of Coach’s Signature Jacquard embroidered with Fall’s zoo of creatures.
Stuart Vevers, the Rogue’s creative director, will receive the Accessories Council’s Hall of Fame honor next month. The Accessories Council Board selects one item or brand that has endured the test of time for the Hall of Fame Award, which is presented at the annual Design Excellence Awards.
The Rogue was born during Vevers’ time at Coach and has since been recreated in a multitude of colors, materials, and sizes. It quickly became one of the house’s most popular icons.
“The Rogue is perhaps my favorite bag that I’ve designed at Coach,” Vevers said. “It perfectly captures my concept for the home, with its mix of tradition, eccentric attitude, and real American flair.” The Rogue was reintroduced with a new tale created with Juergen Teller for the Fall collection, which was inspired by the hope of things designed to stay.
The Coach will also commemorate the Rogue’s return with a digital experience in which customers can create and share their Rogue bag. The shoppable experience sends clients to a virtual workshop where they may create their Rogue bag from the ground up.
As part of Windows of the Future, a project linking Coach customers with personalized experiences created with their specific communities in mind, the house will also launch a digital wall custom-designed for Coach House, its global flagship in New York.
Coach House Regent Street, the house’s flagship London store, will also debut a custom-designed Rogue Exhibition space. The installation is part of Coach’s Windows of the Future concept, which connects customers with customized experiences tailored to their specific communities.
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