Coach's Reed Krakoff is starting a signature line. Photo: Andrew H. Walker, Getty Images

Coach's executive creative director, Reed Krakoff, is launching his own eponymous brand, reports WWD.

With serious fashion industry experience, including working under Michelle Obama fave Narciso Rodriguez at at Anne Klein, five years at Ralph Lauren and 13 years at Coach, it's no surprise that Krakoff wanted to start a namesake collection.

But don't fret, Krakoff isn't leaving Coach. In fact, the new line is being funded entirely by the legendary leather company and the creative director will hold positions at both brands.

Expected to debut next February in time for the Fall 2010 collections, Krakoff's line will include women's ready-to-wear, handbags, shoes, jewelry and fragrance.

And there's already talk about the addition of men's and home furnishings.

"It's a mix," he told WWD of the line's looks. "It's a paradox, combining something poetic and beautiful with American utilitarianism."

For the designer this means translating this "mix" into contrasting textures and new textiles including a soft cashmere sweater trimmed with buttery leather, and an appliquéd organza top (which Krakoff tried out on his most fickle customer: his wife Delphine for this year's CFDA awards).

The label will initially launch at stand-alone boutiques in the U.S., Hong Kong and Japa and a select number of specialty stores, with plans to rollout ten stand-alone stores, according to WWD.

Prices are expected to range from $495 to $1,195, and the line's logo will aptly feature the initials "RK," as well as other signature branding items such as a quilted ribbon on his handbags and a "gold bubble" on jewelry and small accessories.

"We think there's a major opportunity for modern American luxury," Krakoff explains to WWD. "If you have to explain to people why they need it, you've lost it. It's very intuitive."