Scarcity is the lynchpin of luxury. This lesson is immediately driven home for anyone trying to lay hands today on Coach’s Dreamer bag. Visitors to coach.com seeking to add this item to their shopping carts the morning before Independence Day in the United States will have learned the bag sold out. Subsequent entreaties to sign up for future email updates from Coach likely will not satisfy the Dreamer urge, however if there is any consolation to be had, then it surely will be found in the corresponding Fall / Winter 2018 advertising campaign by Steven Meisel starring Nina Gulien. Shot under the creative direction of Fabien Baron, the campaign deepens the long established New York themes laid out by Stuart Vevers. Nina for her part looks every bit the part for this American luxury campaign, young, beautiful, and ever fleeting. There she is, but don’t for one moment be caught snoozing. Ali Latif of Next Europe also features in this campaign.

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Credits include: Client, Coach 1941; Campaign, Fall / Winter 2018; Photography, Steven Meisel; Creative design, Stuart Vevers; Creative direction, Fabien Baron; Hair, Guido Palau; Makeup, Pat McGrath.

Nina Gulien with Ali Latif for Coach 1941 Fall / Winter 2018 (Photography: Steven Meisel)

Nina Gulien with Ali Latif for Coach 1941 Fall / Winter 2018 (Photography: Steven Meisel)