Coach is ready for a live runway show once again. But this time around, the American brand is moving away from its usual New York City-based location and making its winter 2021 debut in Shanghai, China.
In a statement released by the brand, creative director Stuart Vevers offers, "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."
While that in itself is rather vague, the Coach winter 2021 collection is set to be a continuation and expansion of the autumn 2021 collection. Shown back in February of this year, the latter was showcased through a Coach TV experience—inspired by American pop culture and consisted of vignettes of iconic shows featuring the Coach Family. The winter 2021 collection will take on a similar approach. Coach TV: Live from Shanghai will see a host of new narratives in addition to the inclusion of the live event.
Watch the Coach winter 2021 runway show live here, as we bring you the action straight from Shanghai, China.
What: Coach winter 2021 presentation
Where: Shanghai, China
When: Thursday, 3 June 2021 at 7.30pm (Singapore time)