Coach returns to the runway in Shanghai

By

Jennifer Braun

Published
May 24, 2021

Coach said on Friday that it will return to the runway to debut its winter collection in China on June 3. 

Set to take place at Shanghai’s historic Shanghai Exhibition Center, the in-person event, described by the brand as an “experiential runway show”, will also be livestreamed on its social media channels.

The presentation will feature the second season of 'Coach TV', this time, live from Shanghai, which follows a format inspired by entertainment and American pop culture, and will feature new tongue-in-cheek vignettes starring the Coach family. 

“Coach TV: Live From Shanghai will be an incredibly exciting moment,” said CEO and brand president of Coach, Todd Kahn. “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.”

Creative director Stuart Vevers’ latest collection for the house will build on its brand story for fall, and will reveal the evolution of Vevers’ vision of a more honest approach to seasonality with the introduction of new pieces and narratives. 

“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.”

Earlier this month, Coach parent company Tapestry Inc returned to quarterly sales growth as it benefited from a strong rebound in demand for luxury goods in North America and China.

Tapestry said revenue from mainland China soared about 175 percent compared to a year ago and was 40 percent above 2019, which may explain why it is bringing its runway debut to China, rather than its usual New York City.