In August, Selena Gomez announced she was taking a break to deal with anxiety and depression due to a lupus diagnosis. But the performer made a brief return to the spotlight at November’s American Music Awards, where she gave an emotional speech as she accepted the award for favorite pop/rock female artist. Now it looks like Gomez may be returning to the entertainment biz with a massive fashion deal in tow.
Coach has confirmed Gomez is the new face of the brand, and she’ll work on a special design project with creative director Stuart Vevers.
“I am so excited to work with Coach and love the clothes and accessories designed by Stuart Vevers. I am especially looking forward to getting to know the Coach team as well as becoming involved in the Foundation’s support of Step Up,” Gomez said in a statement. “On top of all that, collaborating on a piece with Stuart for next fall makes this beyond special to me.”
Gomez reportedly signed a $10 million deal with the label, Page Six reported on Dec.12.
“The woman I design for is authentic, honest and possesses a romantic charm mixed with a cool, confident attitude. Selena embodies all of these qualities perfectly — but the fact that she has always loved Coach, and believed so strongly in our philanthropic mission, made her a true Coach Girl,” said Vevers.
The singer was most recently spotted wearing a Coach vintage car tee. However, the partnership comes as somewhat of a surprise since Gomez seemed to be building a close relationship with Louis Vuitton creative director Nicolas Ghesquiere and fronting for the French fashion house’s Series Five campaign. Nevertheless, it makes sense for Coach to tap one of the most influential figures (with 103 million Instagram followers, making her the most-followed on the photo-sharing platform) to draw in younger fans and to help revamp the 75-year-old brand.
British designer Vevers, who joined Coach in 2013, most recently celebrated the fashion house’s 75th anniversary with a star-studded party at Pier 94 in New York’s Midtown. Emma Roberts, Zoe Kravitz, Rowan Blanchard, Drew Barrymore, Mark Ronson, Michael B. Jordan, Riley Keough, Diplo and Spider-Man: Homecoming star Laura Harrier were among the boldfacers to attend the year-end celebration last week.
In November, Coach also opened its new global flagship (dubbed “Coach House”) in New York City that features a conveyer belt, in-house workshop and 12-foot version of its dinosaur mascot Rexy.
Vevers’ rebranding of Coach as a more contemporary, millennial-friendly fashion label (thanks in part to the dino mascot, Rexy, and reworked vintage handbags) has been working. According to a survey conducted by Baird Equity Research, more women are planning to purchase Coach bags this year. Baird also upgraded Coach from a status of “neutral” to “outperform.”
With Gomez on its side, there’s a good chance that Coach will continue to see major growth.