Actually, I am not going to restrain the perceptions streaming in my head after seeing this campaign. Here are some primary ideas I've been mulling over.
Way back when I got my first
Coach bag, I recall a theme or motto of how carrying a Coach was a hallmark of "arriving." I knew there were many other designers that equated to this as well, but the simplicity of Coach and its concerted attempts to make bags that really streamlined women into a professional look for the world of work is what appealed to me ( and obviously ,any, many others) greatly. I could take my black and silver Willis (as just one example) into a meeting with the best of my university's male administrators and blend right into the fold, without having to sacrifice femininity entirely.
Now I realize I'm focusing on Coach as a handbag designer vs lifestyle designer , the latter of which Coach obviously wants to go. I don't see much if any of my lifestyle in this runway shoot. And I surely hope that I'm not seeing what Coach perceives as a general , female lifestyle in this shoot. Why?
The models look depressed, sullen, angry...and haughty. If this is to represent the lifestyle of female Coach shoppers, I take great umbrage. I would hope that my choice of designer would reflect success, peace, joy, and wanting to look successful.
The models are also horribly thin, and I see others commenting on this on the Coach facebook page. With much relief, at least others are on the same page with me. It's not wrong to be very thin. There are women who are born this way, take great care of themselves, and have very thin figures. I do not, however, see thin women with scowling faces such as those we see in movies such as THE SHINING. Thin women do not typically carry themselves with such deportment. Meanwhile, thin women have coloring in their complexions. Thin women smile. Thin women do not have facial expressions that resemble women walking behind coffins. Thin women do not look at other women as though that other person is a low life who doesn't deserve more than an askance glance. Thin women look healthy and reflect an image that offers others the hope that a beautiful frame can be obtained through really of good choices and actions. They don't reflect an image that implies, "One more step towards me , and I'm going to kick you."
I'm not even that thin. I'm just taking whole-hearted umbrage that Coach implies that women may or cannot look bold, strong, happy, confident, peaceful and in charge. The models here imply that timid, weak, unhappy, conflicted meekness is what characterizes that "road" to womanhood that this campaign aims to portray.
Once, shame on them. Twice....well, I have my answer.