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Coach presents its new signature fragrance - Coach the Fragrance - in September 2016. The fragrance bears the same name as the 2007 edition, but is definitely a completely different creation with composition and bottle. Coach the Fragrance is designed as a scent that will convey the spontaneous energy and cool vibe of New York City. According to Stuart Vevers, the creative director of the house, Coach The Fragrance is "a fragrance that represents Coach’s free-spirited attitude...a scent that is individual, authentic, and cool."

The actress Chloë Grace Moretz has been chosen as the face of the new fragrance and the campaign shot by Steven Meisel. She represents the all-American girl with "youthfulness, modernity, authenticity and natural beauty." The actress said: “To me, this perfume is everything I love about Coach. It’s modern and happy. It perfectly captures the spirit, energy and excitement that Stuart has brought to Coach.”

The composition is floral with vibrant top notes of raspberry leaf, pink pepper and pear, which represent the energy of New York. The heart includes an authentic accord of Turkish rose, laid on the base of suede musk and sandalwood, which symbolize the leather accessories that made the brand famous. Perfumer Juliette Karagueuzoglou signed the creation.

The solid glass bottle references the signature Coach design details: a leather tag hangs from its side, the iconic turn-lock Coach handbag closure is turned into an atomizer, and the horse and carriage emblem is engraved in the glass of the bottle.

The fragrance comes in three different sizes as Eau de Parfum and as Eau de Toilette, with body lotion, body cream and shower gel. Coach the Fragrance was created by Juliette Karagueuzoglou and Anne Flipo.