Coach is introducing a younger and hipper collection called Poppy. This collection is much more colorful and playful, with new silhouettes and lower prices. Poppy is quite different from the classic Coach designs and is suppose to draw a younger crowd.

“When designing Poppy I really wanted to explore who the Coach woman could be,” said Reed Krakoff, President and Executive Creative Director. “With its bright colors, prints, sequins, and new fabrics, Poppy is a natural extension of the brand while simultaneously proving to be an exciting draw for new customers and age groups.”

While the prices are much more reasonable than the classic Coach collection, customers still need to be willing to spend at least 200$ on a purse.

The collection retails from $198 to $598, which includes bright colored headbands, handbags, wristlets, pochettes, footwear, accessories, eyewear, and apparel items. The collection debuts in July in stores and online at Coach.com.