American Attitude

In less than three years, this iconic label has become one of the coolest contemporary brands. Here is the story of an American transformation.

- Caroline Hamelle

We asked the editorial team at Grazia [France] – fashion editors excluded – what they think of Coach. Judging by everyone’s reaction, we quickly realised that outside our small fashion bubble, few people knew that the 75-year old American brand had changed. After being synonymous with classic elegance in the 1960s-80s, the carriage-logoed brand now incarnates cool. Real cool though. American cool. Cool from the land that invented the cool stamp. But why? Let’s find out.

The Right Designer