“Bright lights, Big cities”—that was the constant mood throughout Coach’s Pre-fall 2019 runway show and after party in Shanghai over the weekend.
The American brand, helmed by Creative Director, Stuart Vevers, brought together two of the world’s most bustling and vibrant cities, New York and Shanghai, together at their first ever runway show in China. The Pre-fall 2019 show, titled “Coach Lights Up Shanghai”, was held at West Bund Art Center in the Chinese city brought through the optimism and confident attitudes of both cities. As a celebration of Coach’s 15th anniversary in the Chinese market, the brand also collaborated with contemporary Chinese creatives for this special project.
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This collaboration was of freedom of expression, utmost respect, and imagination, where the creatives reimagined Coach’s renowned and well-loved mascot, Rexy. While sculptor, Sui Jianguo‘s 3-D version of the dinosaur was photographed to create a distorted photo print, graphic artist, Guang Yu‘s Rexy was a fierce hand-drawn graffiti print. That’s not all—contemporary ink painter, Zhu Jingyi recreated Rexy with illustrative brush strokes, and the brand mascot was incorporated into music collective, YETI OUT’s signature round face graphic. These reimagined versions of Rexy are then incorporated on Coach’s ready-to-wear separates and accessories.
Scroll through the backstage pictures and spot each of the creatives’ works!
The upbeat runway show of youthful and bold early 1970s aesthetic (think Alice Cooper) smoothly led into a lively after party at the same location. While confetti rained down as the models took their final walk, neon lights depicting New York city lit up the Art Center and carts of food and drinks were pushed out. DJ sets from brand ambassador Timmy Xu, collaborator Thomas Bray of YETI OUT, and DJ Dazzy set the mood for the night as guests celebrated the successful night with brand ambassadors such as Kiko Mizuhara, Sui Jianguo, Lawrence Wong, Liu Wen, and BLACKPINK’s Ji Soo and Rose.
We also managed to catch up with Stuart Vevers after the show. Keep a lookout for the interview in our upcoming issues!