Since Coach executive creative director Reed Krakoff announced he was leaving the brand, insiders started speculating who would take over. Mulberry’s soon to be former creative director Emma Hill’s name was tossed into the hat, and so did Marc Jacobs.
Today, the music stopped and Stuart Vevers is the one who nabbed the coveted chair. Vevers was the creative director at Spanish brand Loewe, where he grew the men’s accessories business by 40 percent. It’s also worth noting that Vevers was also the creative director at Mulberry, where he won the British Council’s Accessory Designer of the Year award.
His ability to design successful men’s accessories was one of the reasons Vevers was hired. Coach has been increasing sales of its men’s line in the Asian market and as a result, has been opening several men’s boutiques. The main reason he nabbed the job was his ability to focus solely on developing and expanding the Coach brand. It was reported that Krakoff wanted to focus on his namesake brand.
“Stuart is recognized as one of the world’s leading accessories designers. His passion, leadership skills and broad luxury brand experience, focused on leather goods, uniquely qualify him to lead the next chapter of Coach,” said Coach president and chief commercial officer Victor Luis.
“I am confident that his creative expertise — grounded in accessories — will enable him to draw upon Coach’s rich history to create innovative product and brand imagery, elevating the customer experience and creating a fuller expression of the brand.”
There is no word on Vevers’ start date at Coach since Krakoff isn’t expected to leave the American brand until his contract ends June 2014.