Two unique cultures merged in the name of fashion as one of New York’s most iconic brands, Coach, brought its optimistic and inclusive style to Shanghai for the brand’s first ever runway show in China.
The show, dubbed "Coach Lights Up Shanghai" and featuring Creative Director Stuart Vevers’ Pre-Fall 2019 men’s and women’s collections, brought together two of the world’s most unique and vibrant cities with a sensory experience and neon spectacle. The collection represents Coach’s place within the unique attitude of New York City, highlighting a rock & roll elegance and bold graphics, reminiscent of an early 1970s aesthetic.
The runway show was followed by an exclusive after party which served to celebrate Coach’s 15th anniversary in China. The event took the concept of “bright lights, big city” to new heights, bringing iconic New York City to Shanghai.
Coach also collaborated with some of China’s most celebrated contemporary creatives, who reimagined the brand’s beloved dinosaur, Rexy, in various mediums—from photography to hand-drawn graffiti.