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Coach has long been an American heritage luxury brand and there’s an aesthetic that comes to mind when you think of that. For a while it was the über preppy college freshman or suburban mom shopping at the outlet. Since taking the reins (ha) at Coach, Stuart Vevers has been slowly transforming the 75-year-old brand into a serious high fashion contender. Out of all the American heritage brands, we think Coach is edging closer to what Burberry, for example,  is for British fashion and history.

The moment the music started and the first model hit the runway, we knew this wasn’t your mom’s Coach. They did laps around stacked, broken down vintage cars. Challenging and subverting its own traditional history of luxury, the “new” Coach celebrates the rebels, the eclectics, the beatniks. While grungier and certainly edgier, this Spring 2017 collection is still laced with soft hints of femininity. We saw several flowing, translucent dresses adorned with ribbons and lace, layered under studded leather jackets and suede vests.

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We spotted a few familiar faces front row. Coach The Fragrance brand ambassador Chloe Moretz sat alongside Michal B. Jordan. Riley Keough, and Millie Bobby Brown and Winona Ryder from the hit Netflix series Stranger Things.

We’re sure Coach isn’t forsaking it’s more traditional customer base. After all, suburban moms have money to burn. The aesthetic changes Vevers is making are exciting, though. We applaud his risk taking and can’t wait to get our hands on some of these pieces.

Check it out below.
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