Luxury fashion brand Coach has chosen China for its pre-fall show titled “Coach Lights Up Shanghai” for the very first time. The event will take place on December 8 and will be celebrating the brand’s 15th anniversary, followed by an after party at Shanghai’s popular waterfront, The Bund.
The show will showcase a collection that encompasses specially designed ready to wear garments, accessories and sneakers. The assortment will be the creation of Stuart Vevers, the Creative Director of Coach in collaboration with influential Chinese cultural figures.
Vevers called the choice of location for the pre-fall show as an achievement, “It is a big moment for Coach and for me personally. Shanghai is one of the most vibrant, youthful and contemporary cities I have ever visited. It has a distinct energy that is inspiring and exciting — just like New York. I’m most looking forward to taking the spirit of the new Coach and the attitude and energy of New York to Shanghai to connect in an exciting and memorable way.”
Adding to the enthusiasm was Joshua Schulman, Chief Executive Officer and President of Coach who said, “We selected Shanghai as the venue for our first dual-gender runway show outside of New York City in recognition of the important relationship we have with Chinese consumers. As we celebrate 15 years in the market, we look forward to building an even closer connection between Coach and our fans in China.”