This isn’t your grandmother’s Coach.
The 71-year-old company has decided to freshen up its image and brand (which took a bit of a dive during 2008’s recession) by introducing a new “360-degree lifestyle concept”: Coach Legacy, a line of handbags, hats, outerwear, shoes, jewelry, and other accessories aimed at a more affluent and modern customer.
“Historically, Coach in the old days was more somber and more straightforward,” said brand president and executive creative director Reed Krakoff. With the Legacy collection, Krakoff seeks to modernize the brand with “feminine, graphic” styles and heftier, more quality materials.
While most Coach handbags currently retail for around $299, Coach Legacy bags will start at $178 for small purses, with larger items (like totes) running up to $798.
Shop some of Coach’s current offerings in our slideshow above, and look for Legacy’s release on August 1.