Coach is making a highly anticipated comeback to the fashion runway with an exciting debut of its winter collection in Shanghai. Set to take place on June 3 at the historic Shanghai Exhibition Center, this in-person, experiential runway show will mark a significant moment for the brand. What’s more, the show will also be livestreamed on Coach’s social media channels, giving fans from all over the world the chance to be part of the action.
The runway presentation will feature the highly popular ‘Coach TV’, now in its second season. This unique format draws inspiration from entertainment and American pop culture, adding a fun and lighthearted touch to the collection. The show will include tongue-in-cheek vignettes starring the beloved Coach family, allowing the audience to connect with the brand on a deeper level.
Expressing his excitement for the event, Coach CEO and brand president, Todd Kahn, emphasizes that “Coach TV: Live From Shanghai” will be an extraordinary moment. He highlights that it’s not just a return to the runway but also a celebration of Coach’s dedication to providing exceptional experiences for its customers in China and beyond.
Creative director Stuart Vevers, who is known for his innovative designs, will be unveiling his latest collection for Coach. Building on the brand’s story from the fall season, Vevers’ vision includes a more authentic and truthful approach to seasonality. The winter collection will introduce new pieces and narratives that reflect this ethos. Vevers explains, “The winter collection will build on the story I introduced in Fall, and it also marks a moment of reinvention and looking forward.” This debut in Shanghai represents Coach’s commitment to evolving and embracing a more honest and genuine perspective on seasonality.
The decision to choose Shanghai as the location for the runway debut is influenced by Coach’s parent company, Tapestry Inc.’s recent success. Tapestry reported a return to quarterly sales growth, attributing it to the high demand for luxury goods in North America and China. The revenue generated from mainland China played a significant role in this growth, leading to the decision to showcase the winter collection in Shanghai rather than the usual location in New York City.
Coach’s return to the runway in Shanghai is not just a testament to its success in the Chinese market but also an opportunity to engage with a global audience through livestreaming. The event promises to be a remarkable and entertaining experience, embodying Coach’s commitment to storytelling, creativity, and providing exceptional value to its customers.
Useful links:
1. Coach Official Website
2. Shanghai Fashion Week Official Website
