“Yesterday's rules of the luxury world sometimes become irrelevant. Today a man is not obliged to adhere to a formal style, on the contrary, he becomes younger, fresher, more playful,”says Stuart Weavers, who several years ago became the creative director of the Coach brand. Then on the catwalk came models in sweaters with the spaceship "Apollo USA", exactly copied from the clothes of Danny from "The Shining" by Stanley Kubrick. Oddly enough, it was a native of North Britain, a lover of American cinema, the Beastie Boys and Bruce Springsteen who decided to restore the brand's national identity on the one hand and brush off the mothballs on the other.
Weevers looks to the future - to millennials, tries to guess the thoughts and desires of young people, to reconsider the concept of luxury as such. “I like that a T-shirt, sneakers, a backpack, a biker jacket can be high-status today … After all, these are the things that people really wear. And not only in New York - the attributes of the American style are equally appropriate in London, Shanghai - and anywhere,”he insists. This story - about youth, drive, adventurism and New York - he embodied in the Coach For Men fragrance. But, looking ahead, he does not forget about the heritage - the codes of the house are encrypted in a weighty bottle.
© Vlad Antonov
The cap is made in the form of a twist-lock, with which Coach bags began to be closed in the middle of the 20th century, a leather tag with an emblem adorns the neck - an invariable element of leather accessories since the 1970s, on the glass there is a recognizable engraving with horses and a carriage. The most interesting thing is hidden inside the bottle - a new chapter in the perfumery history of the brand, written by Ann Flipo and Bruno Jovanovic. It is difficult to come up with a better team: the first has already worked with the brand, the second grew up in New York, and together they have already brought many successful fragrances to the world, working side by side for almost 15 years.
The composition opens with notes of bergamot, kumquat and ours, Chinese pear, which gives the accord a special freshness. Here perfumers, like Weavers, look to the future: “gourmand, edible notes - be it fruit, caramel or chocolate, were almost never used in perfumes“for him”, but now this trend is gaining momentum,” they unanimously declare. At the heart of the fragrance are cardamom, coriander and geranium: they are responsible for the masculinity and, in New York, a powerful energy surge that you feel when you spray the fragrance (you get a similar one, barely landing in JFK). And in order to add a young and daring composition of gloss, the base was composed of notes of ambergris, suede and vetiver - the latter have been purchased from the same farmers in Haiti for many years, appreciating the high quality. The final ingredient is your skin, to which Ann and Bruno are encouraged to apply perfume. Only in combination with it will the composition be complete and unique.>