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Remember that brief period about a decade ago when everyone sported an expensive Coach-branded purse or pouch? That fad seemed to disappear just as quickly as it surfaced (only to be kept alive by stylish soccer moms everywhere). And to be honest it’s been a while since we’ve thought about the brand in any way, shape or form since then.

Until today that is.

That’s because Coach is trying to get back into fashionista good graces, and it’s using Selena Gomez to do it. So far the plan seems to be working too, since the company is up in the stock market (who knew it even had stock?!). We can’t say we’re totally surprised given Gomez’s huge social media following; she was ranked the most popular Instagram user for the second year in a row, after all. She also comes with roughly 46 million Twitter followers, about double that of Donald Trump. People–especially young females–tend to watch the 24-year-old’s every move.

So if she’s the new spokesperson for Coach she’ll definitely bring younger eyeballs (and perhaps more disposable income) with her. Sounds like her deal, which involves Gomez appearing in ad campaigns this fall, working on the Coach Foundation’s partnership with Step Up and collaborating with executive creative director Stuart Vevers on a piece for the fall collection was money well spent in that regard.

It’s not the first time Gomez has been linked to a fashion brand either. In the past she’s collaborated with K-mart on her own fashion line, and she was also in a Louis Vuitton ad earlier this year.

But does that mean she has what it takes to make Coach cool again?

Well, judging by a party that went down in New York on Thursday night, it might very well be on its way. Despite the frigid temperatures and questionable location, plenty of fashionable people flocked to the company’s 75th anniversary party, with names like Drew Barrymore, Diplo, Rowan Blanchard, Hari Nef, Cory Kennedy and Zoe Kravitz littering the guest list.

Maybe Gomez will resurrect the company’s image after all.