COACH has unveiled a never-before-seen collection of pop art, courtesy of Tom Wesselmann, a prominent artist who was a member of the Pop Art movement. The high-end luxury brand also launched the COACH X Tom Wesselmann collection, with three new faces as the stars of the worldwide campaign: Hari Nef, Kai-Isaiah Jamal, and Manami Kinoshita.
To create the collection, COACH Creative Director Stuart Vevers collaborated closely with the artist’s family and estate to produce the collection.
“Like my collections for COACH, Tom Wesselmann’s work is inspired by the extraordinary found in the everyday and the universal references that bring us together.” – Stuart Vevers, Coach Creative Director
The collection is inspired by the concept of gratification in Wesselmann’s work and features the artist’s colourful visual motifs, such as lips, flowers, and still lifes with oversized objects, richly embellished onto COACH’s Signature jacquard and heritage Glovetanned leather with printing and embroidery with sequins.
The collection also features Wesselmann’s iconic artworks on COACH classics like the Rogue and Duffle bags, as well as shearling outerwear, commemorating the house and the artist’s shared legacy of American heritage and pop culture.
The campaign essentially depicts the artist in a world of vivid colour and gigantic ordinary things, alluding to the artist’s whimsical approach to scale.
“Sensory and joyful, our collaboration is a tribute to the sense of pleasure Tom found in the process of creating. I’m very honored to have worked with his family to bring it to life, and proud to share his work with a new generation.” – Stuart Vevers, COACH Creative Director
The campaign is also brought to life with a digital experience where users can explore and learn about the collection; social filters where they can play with Wesselmann’s motifs; and a series of “EduToks” on TikTok videos discussing Wesselmann’s life and work.
The COACH X Tom Wesselmann collection will be available starting July 7th exclusively at COACH Pavilion Elite, The Gardens store and online.
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