Coach Returns to the Runway in Shanghai

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 vision. 

The traditional fashion show is obviously a familiar format for Coach, but for this outing, the brand made sure to incorporate certain elements that have come to define this period of collection debuts, when we couldn’t gather IRL: live broadcasts across channels, pre-produced stylized visuals (in this case, a new episode of “Coach TV” starring brand ambassadors, including Jennifer Lopez, Jeremy Lin and Rickey Thompson) and a more flexible interpretation of the industry’s calendar. 

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