While the celebrations of the 75th anniversary of Coach are coming to an end, the work of the brand’s creative director Stuart Vevers is in praise of a new aesthetic, in which pop licensing finds new heights.

American icons were at the center of the collaborations, and Mickey and Minnie Mouse were an obvious starting point. Not so obvious is the latest collaboration in stock now, with NASA insignia, patches and logos to fulfill the American optimism related to space missions.

Cartoon references have truly become a focal part of the brand’s signatures, as for the coming spring season, Coach just showcased its new iconic collaboration with Felix the Cat.

Like the previous Mickey and NASA collection, Coach x Felix the Cat collection includes graphic tees, leather bags and jewellery, where the character is playfully interpreted and integrated in the new Coach creative codes: never kitch, pop with a luxury twist.

An “exercice de style” to demonstrate that styleguides are good for mainstream licensing, but luxury brands creative directors must add their taste.