Is Chloe Grace Moretz the 'perfect face' for this bag?

  • People
  • Wednesday, 24 Aug 2016

Chloe Grace Moretz has been a face of Coach since 2014. -- Coach

She is considered to be a fast rising star of both the film and style industry. From being spotted in the front row at runway shows to fronting fashion campaigns, actress Chloe Grace Moretz has done it all.

The 19-year-old American star is now set to appear in a series of images that introduce Coach’s newest version of a must-have bag. Like her, the Butterfly Applique Swagger is youthful and full of spirited energy.

Moretz, who has acted in films like Amityville Horror, Diary Of A Wimpy Kid, Kick-Ass, Let Me In, Hugo, Dark Shadows and more, says that she is a big fan of Coach. She thus finds it hard to name a favourite piece from the 2016 Autumn/Winter collection.

“The Coach Swagger transitions from day to night so well, which is perfect for me since I’m always on the go. I also love the bold statement of the varsity jacket. I’m looking forward to wearing it in a cooler weather,” reads the transcript of an interview released to

When asked about her relationship with creative director Stuart Vevers, Moretz explains that they have become great friends while working together. She apparently loves seeing his creations each season as they give her a feeling of taking a road trip through the United States.

Chloe Grace moretz
A behind-the-scenes shot of Moretz shows her on location at Brooklyn, with the Manhattan skyline in the background. Photos: Coach

Coach as a luxury label was founded in New York. Since 1941, it has adhered to its roots by offering designs celebrating the Americana. The Butterfly Applique Swagger campaign itself was shot in Brooklyn by celebrated fashion photographer Steven Meisel.

“Shooting with Steven Meisel is such a special experience. Working with him feels so natural that the campaign is like an extension of who I am and I think he really captures the spirit of the Coach Girl,” states Moretz.

While born in Atlanta, Georgia, Moretz moved to New York with her family when she was five years old. Her older brother had, at that time, been accepted into Manhattan’s Professional Performing Arts School, which is what first captured her interest in acting.

“I love just walking around the Lower East Side, there is so much to see and I am always finding new places to explore. My favourite pizza place is Emmetts Pizza on Macdougal,” she enthuses, regarding some of her most fond places in New York.

Moretz, set to appear in upcoming films November Criminals and Brain On Fire, lets on that she is currently on a break: “I actually took the summer off and I have been taking a lot of trips with my family, we all just got back from Punta Cana for a family vacation. It was really amazing to all be together.”

As the name suggests, the Butterfly Applique Swagger is meant to mimic a kaleidoscope of butterflies and create the illusion of movement. It is said that many careful steps were taken to perfectly create those motifs.

Each finished applique is entirely hand painted. The butterflies – crafted with smooth glove tanned and textured snaked embossed leather – has a distinct colour and pattern, which makes every bag exclusive and unique.

Coach’s Butterfly Applique Swagger is currently available in stores.

Cool, youthful and expertly crafted, the new design gets its swagger from New Yorks spirited energy.
Cool, youthful and expertly crafted, the new design gets its swagger from New Yorks spirited energy.

Paying tribute to classic American fashion

It has been described as a “magpie” exploration of the Americana.

Tempering the familiar with a traditional take on craftsmanship and luxury, Coach aims to reset the conversation with regard to the country’s fashion.

For women, it is about reconfiguring symbols of toughness with femininity and nostalgia. Ice hockey and team sport uniforms for instance, are refreshed and made personal with abstract varsity patches.

The creations also juxtapose New York style with overt eclecticism. Leather and shearling come in a rough and ready state, with stitch and seam exposed. Suede mini skirts, silk scarf-printed minidresses and faux-fur gilets all offer a trendy feel.

Men can expect a nod towards a spirit of optimism, rebellion and promise born of the American dream. Not only does the pieces reference 1970s hip-hop style, they also pay homage to music legend Bruce Springsteen.

Slim-cut trousers are paired with graphic pullovers, workwear-inspired tops and half-zip shirts embellished with oversized zippers. Leather biker jackets and shearling covered bombers offer a fresh alternative to utilitarian outerwear, as well.

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