Americana Meets Goth at Coach’s Winter 2022 Collection

In establishing the lexicon of modern American fashion, Creative Director Stuart Vevers looks at timeless Americana through the lens of the new generation. Honouring its American roots, Coach explores a renewed national identity with a series of clothes translated by the cultural codes and stereotypes of America.

An interpretation of American vernacular by the house is entrenched in Gothic Americana, capturing the fantasies of the new generation as a mode for storytelling and establishing the aesthetics. Inspired by the pioneer designer of American sportswear, Vevers readapts the jaunty style of Bonnie Cashin as a mall goth: A reinterpretation of the sportswear that was popularised by Cashin in 1949, combining the elegant and chic style of Cashin integrated with outlandish goth elements.  

Serving up Gothic-inspired elements across the collection, the overtone of darkness is elevated with the softness of velvet and vibrant knitted dresses. Americana-themed varsity and shearling jackets have also made a return in the Coach Winter 2022 line-up, reimagined with maximalist graphics and imaginative letterings mimicking baseball jackets of the '80s.

The ultimate American kid-friendly mystery animated film, 'Scooby-Doo' has become the symbolism of the States, with kitschy graphics plastered over sweaters, leather jackets and T-shirts. Chunky soled Mary Janes are paired with ruffled neckline baby doll dresses, giving an edgy touch to the feminine and flowy dresses.