Sayonara, Reed Krakoff! Stuart Vevers Named Coach Creative Director

Forget what you've heard: Amid rumors, Coach has officially named their new creative director, Stuart Vevers.

Rumors have been flying for weeks throughout the fashion set about who will take over the top creative spot at classic American handbag and accessories brand, Coach. Following the departure of Reed Krakoff, names have been tossed around for whom would take the helm, from Mulberry's Emma Hill to Marc Jacobs. But yesterday, the rumors were put to rest as an unexpected name, Stuart Vevers, was dubbed creative director.

Krakoff announced his departure from Coach — where he's been for 16 years — to focus on his own growing self-titled brand. Vevers is coming to Coach fresh off his role as creative director at Loewe, a position he's held since 2008. Before his stint at Loewe, he was creative director at Mulberry and contributed to iconic brands such as Givenchy and Louis Vuitton.

With his long list of creditentials and experience in crafting gorgeous pieces, Vevers seems to be a good fit for the position, even if his name may not hold the same cache that Marc Jacobs does. "Coach is an exceptional brand and company that I've long admired for its rich heritage," Vevers said. "I am excited to drive Coach's next stage of transformation." We can't wait to see where Vevers will take Coach next!

Diana Pearl

I'm an Associate Editor at the Business of Fashion, where I edit and write stories about the fashion and beauty industries. Previously, I was the brand editor at Adweek, where I was the lead editor for Adweek's brand and retail coverage. Before my switch to business journalism, I was a writer/reporter at, where I wrote news posts, galleries and articles for PEOPLE magazine's website. My work has been published on,,,, and in Every Day with Rachael Ray. It has been syndicated by,, and, among other publications. Previously, I've worked at,, and