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Last year, my sister-in law returned from her New York trip with a few goodies for the family and I was lucky enough to score a Coach make-up bag. At the time, I really had no clue who/what Coach was, until I started reading up on the brand. Since, then, I have become an avid fan/follower of New York’s leading design house of modern luxury accessories and lifestyle collections. According to Coach, they attribute the prominence of the brand to the unique combination of their original American attitude and design, their heritage of fine leather goods and custom fabrics, their superior product quality and durability and our commitment to customer service.

The brand once again caught my attention in December 2016 when it announced pop sensation, Selena Gomez their new face, in an effort to boost their digital presence as well as attract the millennial consumer. “Of course, signing Selena Gomez as the new face of Coach will amplify the Coach message given her very substantial global following, especially on social media,” Coach CEO Victor Luis said in a statement. As part of her new partnership with Coach, Ms. Gomez will appear in the brand’s ad campaigns and social media; team up with the Coach Foundation in its work with Step Up, an organization empowering girls in underserved communities; and work on designing a piece for fall with Stuart Vevers, the brand’s executive creative director.

“I am so excited to work with Coach and love the clothes and accessories designed by Stuart Vevers,” Ms. Gomez said in a release issued by the brand. “I am especially looking forward to getting to know the Coach team as well as becoming involved in the foundation’s support of Step Up. On top of all that, collaborating on a piece with Stuart for next fall makes this beyond special to me,” she added. With Selena being the most followed person on Instagram and having the most likes on a pic (before being dethroned by Queen Mother of the Twins, Beyoncé), I am certain that Coach will meet their social media goals, while attracting the millennial consumer that every luxury brand currently seeks.

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Furthermore, coach has announced a pioneering collaboration with the aesthetically dark, bohemian and eccentric Rodarte. Behemoth heritage brand Coach and L.A.-based fashion industry darlings Rodarte have paired up for a 15-piece collection will feature one handbag design, with the remaining stock keeping units devoted to apparel. The limited-edition capsule collection launched this month, causing a stir in the fashion industry, due to the unlikeliness of two designer brands pairing up in this manner.

Here’s to more unconventional, and extraordinary collaborations!

Images: Vogue/Instagram/Coach/Rodarte

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