Joon Silverstein

Since joining Coach in 2014, Joon has driven brand transformation and growth at the New York–based luxury fashion brand working across global marketing, creative direction, digital innovation and consumer engagement. Her passion for building a better future for the fashion industry has led her to spearhead a range of initiatives at Coach to transform its environmental impacts, including the launch and global rollout of the innovative second life program Coach (Re)Loved. In 2023 she founded Coachtopia, a Coach sub-brand dedicated to pioneering circularity in fashion. Vogue Business described its mission as “the type of drastic change that fashion needs to embrace.” Joon began her career as a cultural anthropologist, receiving a BA in Anthropology from Columbia University before conducting fieldwork as a Fulbright Fellow. Her navigation of her own identity as a second-generation Korean American inspired this pursuit—and a lifelong focus on understanding how human identity and culture effects our ability to envision and drive positive change in the world around us. She subsequently earned an MBA from Harvard Business School and built her business expertise at The Boston Consulting Group. In her business career, she has leveraged her anthropological background to deeply understand consumers and build disruptive new models for engagement and experience at Victoria’s Secret, Louis Vuitton and now Coach.

Collaborative creativity

Progress over perfection