Stuart Vevers Took The Quintessentially New York Brand To Shanghai

Creative Director Stuart Vevers took the quintessentially New York brand to Shanghai to come up with a unique pre-fall 2019 collection for Coach.

- Gracia Phang

While staging a destination show isn’t new for fashion houses these days, Coach picked Shanghai for reasons beyond it being a fresh and exciting backdrop. The brand actively pursued collaborations with the city’s leading creatives, who Winfused its pre-fall 2019 collection with a spirit that reflects contemporary Chinese youth culture, rather than simply incorporating traditional elements in a superficial nod to the host city’s heritage.

Titled “Coach Lights Up Shanghai”, the brand’s first ever runway show in China at the West Bund Art Center in Shanghai showcased a collection of chunky acid-hued shearling coats, patchwork accessories, metallic handkerchief dresses and leather separates, reminiscent of Alice Cooper’s glam-rock aesthetic in the ’70s.

Four China-based contemporary artists were also invited to reinterpret Coach’s dinosaur mascot, Rexy, in various mediums. From street artist Guang Yu’s graffiti print to sculptor Sui Jianguo’s distorted photo print, illustrator Zhu Jingyi’s ink drawing to music collective Yeti Out’s motif, the reimagined creations were worked into the clothes and accessories. Bright lights,big cities—Stuart t Veverstellls us how the collection brought out the uniqueness and vibrancy of Shanghai and New York in the best way possible.

Apart from it being the brand’s 15 th year in China, it is also your fifth year at the helm of the brand. How does this collection mark your journey with Coach?