You Won't Even Recognize Coach's Fall Ads As Coach Ads

When you think of Coach fashion campaigns, you perhaps think of any of the following qualities: bright, suptuous leathers, smiling ladies, and plenty of color. This time around, the brand—under the tenure of new creative director Stuart Vevers—has taken their Fall 2014 campaign in a completely different direction.

The images, which were shot in New York by Vogue-loved fashion photographer Steven Meisel, show Coach's new girls (including models Binx Walton, Lexi Boling, and Issa Lish, among others) almost exclusively in black-and-white and decked out in Vevers' first collection for the brand, one inspired by (among other things) the cool, modern, and dark imagery of Stanley Kubrick's iconic horror film The Shining. (The rocket sweater modeled by Walton is a modern interpretation of the one worn by Danny Lloyd in the film.)

"Effortless, youthful, personal, authentic, and innately cool," Vevers described the "new spirit" of the Coach woman in a statement from the brand. "There’s a sense of freedom mixed with a touch of nostalgia in the images, which are layered in a modern and distinctive way. The combination feels fresh and confidently expresses our new vision."

Scroll down to see the surprising new images from the heritage brand, and tell us: Are you as blown away as we are?