Coach invited viewers into the debut of Stuart Vevers’ 2021 winter collection like never before. An experiential show, combining both a live show and elements of entertainment in a special episode of “Coach TV: Live From Shanghai”, took guests on a journey into the new collection. Their approach is reflective of the brand’s appreciation of heritage and its desire for evolution.

“The experience I envisioned for our return to the runway combines all that we loved about live shows in the past with all that we’ve learned in the past year,” said Vevers. “It brings together our Coach Family around the world and reflects our commitment to imagining differently and constantly evolving.”

And evolve they do. Their winter collection’s story of creature comforts, softness and love-worn charm is developed and reimagined for the new moment we find ourselves in: a time of re-emergence and longing for new experiences. 

With this collection, Coach evokes their legacy of playful nostalgia, emphasizing a certain admiration for the past with bright-eyed looks towards the future.

Vevers succinctly summed up his vision: “Our winter collection is inspired by a sense of adventure and our hopes for tomorrow”.

 

 

Taking a step back in time, the pieces take elements from different eras, such as retro nylon ski wear with vintage-inspired sporty graphics, juxtaposed with lamé cocktail dresses and blouses adorned with touches of lace and velvet. 

 

 

On a color palette of softened blacks inspired by love-worn vintage finds, contrasted with pops of playful hues, their newly renamed “winter” collection takes a more honest view of seasonality. Their signature shearling, a house code, is paired with pops of colorful nylon striping and the graphic patches of the collection’s skiwear. 

 

 

Presented on a local cast of individuals who truly capture the energy of Shanghai, and set against music by the Go-Go’s and clips of roller skaters, Sebeey Chi, Ashley Imani and Keon Saghari, Coach masterfully channels the idea of playful nostalgia. Viewers – both locally and globally, through the livestream – found themselves on a set reminiscent of an American drive-in movie, capturing both American pop culture and the nostalgia these places evoke. 

 

To create this season’s episode of “Coach TV: Live From Shanghai,” Coach collaborated with Coach Family including Jennifer Lopez, Jeremy Lin, Yang Zi, Kōki, Xiao Wen  Ju, Rickey Thompson, Ke Fan, and Ding Nan, as well as writers Amber Schaefer and Yoni Lotan and directors Danielle Nemet Aphrodite and Jason Bergh. 

 

Immerse yourself in the #CoachShanghaiShow livestream here: