International: Coach reintroduces its Rogue bag with a campaign starring Jennifer Lopez, Kate Moss, Kōki, Ma Zhe, Lu, and Xiao Wen Ju and photographed by Juergen Teller with styling by Olivier Rizzo.
Inspired by the Rogue’s unique attitude and shot in famous locations around the world—including London Bridge and the Bund in Shanghai—the campaign tells the story of the Rogue’s legacy and craft.
First introduced on the runway in 2016, the Rogue is inspired by free spirits, rebels, and dreamers. Today, it is reintroduced as part of Coach’s Fall collection “Coach Forever, Season Two” in a new environmentally responsible version of Coach’s Signature Jacquard crafted in organic and recycled materials and embroidered with Fall’s menagerie of creatures.
Next month, Coach Creative Director Stuart Vevers will receive the Accessories Council’s Hall of Fame award for the Rogue. The Hall of Fame Award recognizes an item or brand that has stood the test of time as determined by the Accessories Council Board and is awarded at the annual Design Excellence Awards. Created toward the beginning of Vevers’ tenure at Coach, and since reimagined in a variety of colors, materials, and sizes, the Rogue quickly became one of the house’s in-demand icons.
“The Rogue is perhaps my favorite bag that I’ve designed at Coach,” said Vevers. “It has that combination of heritage, offbeat attitude, and a sense of authentic American style that perfectly embodies my vision for the house. The Fall collection is inspired by the optimism of things crafted to last and naturally felt like the right moment to reintroduce the Rogue with a new story created with Juergen and our Coach Family”.
Coach will also mark the reintroduction of the Rogue with a digital experience in which clients can design and share their own Rogue bag. The shoppable experience transports customers to a virtual workshop and allows visitors to build a customized Rogue bag from scratch.
The house will also introduce a digital wall custom-designed for Coach House, its global flagship in New York, as part of Windows of the Future, an initiative connecting Coach customers with bespoke experiences created with their unique communities in mind.