As we all know, Coach is in the middle of a rebranding effort to make itself palatable to a more discerning, higher-spending clientele, and it looks like that transition has now begun in earnest. Although Stuart Vevers’ first Coach collection has yet to start arriving in stores, the brand’s extremely slick ad campaign has already made the rounds, and now we have our first glimpse at the brand’s first in-store installation under its new creative director. It involves giant animal heads.
There’s a lot to love in this campaign–which was shot in the DUMBO neighborhood of Brooklyn and includes the images on the site, in-store displays and a short film directed by James Lima–especially if you went through a Donnie Darko phase. When I showed it to the rest of the PurseBlog team and a few friends in the industry to get their initial reactions, they were almost overwhelmingly positive; sure, it’s weird, but it’s weird in a way that you’d never expect of Coach, all while keeping with some of the stylized New York-ness that has characterized much of the company’s branding in recent years. It’s Coach on mescaline.
Perhaps my favorite part of this, which is termed a “window campaign” by the brand, is how matter-of-fact it is. It’s not self-conscious of its giant animal heads, which include a horse, a rabbit and a bird in bright colors. Instead, the models wearing them are filmed and photographed doing the mundanely high-end tasks that contemporary-luxury campaigns often depict, like going to coffee shops and perusing record stores. It’s like Coach is daring you to ask what’s going on with the rabbit and her buddies.
Check out a few screen shots from the film below, and to check out the full thing (plus Coach’s new arrivals), head over to Coach.com now.