Coach names Stuart Vevers as creative director

American handbag and accessories label Coach has named Stuart Vevers, former creative director of Loewe, as its new executive creative director. Vevers will replace Reed Krakoff who is set to leave the brand next year after not seeking

to renew his contract with the high-end fashion line to focus on his namesake brand.

Joining from Spanish luxury fashion house Loewe, an accessories brand owned by LVMH, Vevers has held the position of creative director since 2008. Prior to Loewe, the British designer was creative director of Mulberry, and has held design roles with Bottega Veneta, Givenchy, Louis Vuitton and Calvin Klein.

In his new role at Coach, Vevers will be responsible for leading all “creative aspects” of the Coach brand, including women's and men's design, brand imagery, and store environments, and he will report directly to Coach’s president and chief commercial officer, Victor Luis.

Stuart Vevers to replace Reed Krakoff at Coach

"The appointment of Stuart Vevers marks an important milestone in our brand transformation, currently underway," said Lew Frankfort, Chairman and Chief Executive Officer 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."

Luis added: "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.

"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."

The appointment described as an “important milestone” for Coach is part of the brand’s transformation into more of a lifestyle brand. Earlier this year, Coach announced that it was rebranding itself with a focus on its women’s ready-to-wear line, as well as the expansion of its footwear and accessories to fend off growing competition from the likes of Michael Kors and Kate Spade.

There were a lot of rumours surrounding who would succeed Krakoff, with former president of J. Crew and current consultant at Gap, Tracy Gardner, Kate Spade’s Deborah Lloyd, and Emma Hill from Mulberry all linked to the role.

Image: Stuart Vevers