Coach has decided who will have the daunting task of following Reed Krakoff at the creative helm: Stuart Vevers, the designer who jolted LVMH-owned leathergoods brand Loewe back to life with his modern, colorful take on the house’s Spanish heritage. As executive creative director of Coach, he’ll be responsible for leading all creative aspects of the Coach brand, including women’s and men’s design, brand imagery, and store environments–at a time when the American accessories giant is looking to shore up its dipping North American market share by going the lifestyle brand route (first order of business: a focus on footwear).
Vevers served as artistic director of Loewe from 2008 and before that spent three years as creative director of Mulberry. His previous experience includes stints at Calvin Klein, Bottega Veneta, Givenchy, and Louis Vuitton, where he worked under Marc Jacobs. “I think I learned the most from Marc and he was good and fun to work with, but it was the first time I’d seen how hands-on and how precise he was as a creative director, knowing every stitch color,” said Vevers in a 2012 interview. “I mean, it was taking it to the next level and that impressed me.”