This week, Coach made its grand return to the runway – but instead of New York, the American heritage brand chose Shanghai as a backdrop to present Stuart Vevers’ latest creations.
It took three years for the brand to return to the Middle Kingdom – we have to go back to 2018 for its last show in China.
“For Coach, China is a vital driving force for growth and prosperity of the fashion industry. Its tremendous potential and passion of its consumer market inspire global brands to keep innovating and investing in the country”, said Yann Bozec, President and CEO of Coach China.
For the show held at the historic Shanghai Exhibition Center, Coach immersed showgoers in their nostalgic feels by staging a vintage Americana drive-in that served as the catwalk, where a large screen broadcasting vintage weather reports and retro clips that feel very 90s – this was a new episode of “Coach TV”, featuring brand ambassadors including Jennifer Lopez, Rickey Thompson, Jeremy Lin, Yang Zi, Kōki, Xiao Wen Ju, Ke Fan and Ding Nan.
“I’ve watched and rewatched a lot of old TV and films [during the pandemic]”, creative director Stuart Vevers reflected. “I’ve gravitated toward things that give a sense of comfort and that’s what nostalgia does”.
In front of around 340 guests, including brand ambassador and actress Yang Zi, singers Jam Hsiao and Kelly Yu, and actors Ding Nan and Wallace Chung, Coach showed a co-ed collection of 44 looks for men and women.
The season, previously known as Pre-Fall, was now referred to as Fall/Winter, which Vevers believes represented “a more honest approach to seasonality”, allowing him to revisit key pieces from the most recent fall collection while also introducing new ideas specific for the cold months and, on the occasion of this special event in China, presenting “an ode to the attitude of a new generation in Shanghai”, he explained in a press statement.
The extensive collection builded on the ski-focused Fall/Winter range debuted this past February. Vevers revisited key pieces from fall and carefully introduced new styles specifically for the colder months. The show also included some of Vevers’ favorite pieces from his Fall/Winter collection, restyled for the runway since they had not been seen on a runway before.
“I’ve made a commitment to approach seasonality in a more honest, authentic way. The collection will build on the vision shown in the fall collection to further reimagine how we tell stories, entertain, and bring joy”, added Vevers.