Festival fashion is a big business, and one that most brands — especially those targeted to younger consumers — have started to pay attention to in a significant way.
There are capsule collections designed around Coachella and the like, brand “activations” continuously saturate the actual events, and of course, placement of a piece of clothing, shoe or accessory on a musician has become the ultimate fashion credit.
Coach is a festival fashion brand, at least not technically. But in his obsession with all things Americana, creative director Stuart Vevers has inadvertently tapped into its world, and in no season was it more apparent than for spring ’19, which showed on Tuesday at New York Fashion Week.
Kaia Gerber in a festival-friendly look at Coach 1941, complete with suede fringed boots.
Set in a warehouse at Pier 94 in Manhattan, the runway — comprised of dust — had a giant metal structure in the middle of it that resembled dinosaur bones. It was something one might see at Burning Man, an art installation set in the desert. And though the clothing ran more Coachella than Mad Max, the shoes were perfect for desert living.
Desert-friendly kicks at Coach 1941 looked like a mix of military