Coach Returns to Fashion's Runway

by SHOWstudio on 21 May 2021

Hoping to make their return to the runway global, Coach will introduce 'Coach TV: Live From Shanghai' to broadcast the show's unique experience.

Hoping to make their return to the runway global, Coach will introduce 'Coach TV: Live From Shanghai' to broadcast the show's unique experience.

Debuting its Winter collection in China on 3 June, Coach's new experience that will bring together in person and digital audiences, 'Coach TV: Live From Shanghai', will celebrate the creative director Stuart Vevers' latest collection for the house. Said to reveal the evolution of Vevers' vision of a more honest approach to 'seasonality', the collection will Include new pieces and unexpected narratives, taking inspiration from Coach's Fall collection ideas that were presented last season in order to mark a more natural and honest approach for the house. Speaking of this natural progression, CEO and Brand President of Coach Todd Kahn said in a statement:

'The winter collection will build on the story I introduced in Fall, and it also marks a moment of reinvention and looking forward," said Vevers. "Last year, I made a commitment to evolve how we do things at Coach, and today, this includes approaching seasonality in a more honest, authentic way. I'm looking forward to debuting this new vision with our return to the runway at a historic location in Shanghai––and with a very special episode of Coach TV that will further reimagine how we tell stories, entertain, and bring joy.'

Coach A/W 21

Additionally, there will also be a second season (thanks to last season's success) of Coach TV, that will be broadcasted live from Shanghai alongside the presentation. The format, dubbed 'an editor and audience favourite' by the brand, is inspired by the general theme of entertainment amongst American pop culture that's happening right now (think mini comedy sketches from James Corden's The Late Late Show). Featuring a compilation of tongue in cheek sketches, the Coach TV clips will star a variety of different members of the extended Coach family, something Vevers is set on building within his direction - you only have to look at all their recent campaigns to know what we're on about; once a Coach member, always a Coach member.

The experimental runway show will take place at Shanghai's historic Shanghai Exhibition Centre and has been designed with the sole purpose of 'transporting guests and viewers into an immersive Coach world'. Fashion often deals with themes of escapism and other worlds because what purpose would it serve if it didn't encourage us to dream? Coach seems to get this message loud and clear, and so to pass on their very own 'Coach fantasy', the brand will be sharing the experience with a global audience, broadcasting the entire show through a special episode of Coach TV: Live From Shanghai' worldwide.

Revelling in the delight of being able to take their Coach fantasy global, Kahn added, 'Coach TV: Live From Shanghai will be an incredibly exciting moment', continuing to add that, 'The experience is not only our return to the runway; it's also a celebration of our passion for creating unique experiences for our customers in China, and all over the world.'

Coach A/W 21 womenswear collection video

You can watch Coach TV: Live From Shanghai on Coach's brand channels starting 3 June.


Image Gallery

Lookbook: Coach A/W 21 Womenswear

23 February 2021
Creative Director: Stuart Vevers

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