Stuart Vevers Named New Creative Director at Coach

Stuart Vevers

Stuart Vevers

New York—After weeks of speculation about who might succeed Reed Krakoff as executive creative director at Coach, the leathergoods and accessories company named Monday Stuart Vevers into the role.

“The appointment of Stuart Vevers marks an important milestone in our brand transformation, currently underway,” said Lew Frankfort, chairman/ceo of Coach, Inc. “We are extremely pleased that he will be leading our strong creative team already in place, bringing his unique aesthetic and personal style to Coach. His depth and breadth of experience will be an invaluable asset to the business in general—and the design team in particular—as we continue to evolve the brand.”

Vevers, who has been serving as creative director at LVMH-owned Loewe since 2008, wasn’t one of the high profile names being bandied about to fill Krakoff’s shoes. Speculation had Marc Jacobs, creative director at Louis Vuitton, as a leading candidate for the job. And more recently, Emma Hill, who recently resigned her position as creative director at Mulberry, was considered a candidate.

However, Vevers, 39, comes with an impressive resume in fashion, especially leathergoods. At Loewe, Vevers was in charge of the luxury brand’s women’s and men’s ready-to-wear collections as well as leathergoods. He was credited with helping to restore prestige and a more fashionable edge to Loewe’s leathergoods, such as the successful Tales of Spain collections that feature baroque-printed leathers.

‘I Long Admired Coach for its Rich Heritage”

Prior to Loewe, Vevers was creative director at Mulberry from 2005 to 2008 where he helped raise the profile of the British leathergoods brand with “it” bags, accessories and apparel and brought aboard Steven Meisel to photograph the ad campaign. Due to his work at Mulberry, Vevers was awarded the British Fashion Council’s Accessory Designer of the Year award in 2006.

The Cumbria, England-born Vevers began his career at Calvin Klein and worked at Bottega Veneta, Givenchy and Louis Vuitton, where, ironically, he worked with Jacobs.

“Coach is an exceptional brand and company that I’ve long admired for its rich heritage,” said Vevers. “I am excited to drive Coach’s next stage of transformation.”

He will report to Victor Luis, president/chief commercial officer, and will be will be responsible for leading all creative aspects of the Coach brand, including women’s and men’s design, brand imagery, and store environments.

“Stuart is recognized as one of the world’s leading accessories designers. His passion, leadership skills, and broad luxury brand experience, focused on leathergoods, uniquely qualify him to lead the next chapter of Coach,” said 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.”

In April, Krakoff, who has been with Coach for 16 years, announced he would be stepping down to devote more time to building his namesake brand. Krakoff reportedly will remain on in an advisory capacity until 2014.

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Jeff Prine, Editor at Large, Accessories Magazine
Jeff returns as a regular contributor to Accessories magazine. Initially Jeff worked as senior editor at Accessories more than 20 years ago and his love of the industry has followed him until present. Since his tenure here, Jeff has continued to report jewelry, watch and other luxury goods trends as executive editor at Modern Jeweler magazine, fashion director at Lustre, and as contributor on products and trends for consumer and trade publications and websites. In addition to his editorial experience, Jeff also served as an adjunct instructor for accessories merchandising at Fashion Institute of Technology. jeffp@busjour.com