Coincided with the American fashion house’s 15th anniversary in the Chinese market, Coach’s first ever show in China was held on December 8th in Shanghai.
Presented at Shanghai’s iconic West Bund Art Center, the pre-fall 2019 show was named “Coach Lights Up Shanghai, ” before a audience that included a mile long list of the brand’s important confidants.
From actress and current face of the brand’s fragrance, Chloe Grace Moretz, Chinese actor and current brand ambassador Timmy Xu, to Japanese actress, model and current brand ambassador Kiko Mizuhara. Also present was Coach’s Indonesian brand ambassadors; award winning actor Arifin Putra with young actress and social influencer, Valerie Thomas.
Collaborations with contemporary creatives based in China are at the heart of the collection as they reimagined Coach’s beloved dinosaur, Rexy.
Meanwhile, inspired by Coach’s optimistic and inclusive attitude, the event brought together two of the world’s most unique, vibrant cities – Shanghai and New York – and celebrated their energy with a neon spectacle highlighting the “bright lights, big city” attitude they share.
The collection itself prepresented a sensory experience that explores the unique attitude of New York City and Coach’s place within it. Elongated tailoring and tall, patchwork shoes. Exaggerated handkerchief hems on floral dresses. Lightly draped, soft leather and suede jackets, brightly colored, cloud-like shearling “chubby” jackets, mohair sweaters and boldly graphic like vibrant abstract paintings.
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