Coach Returns To The Runway With A Nostalgia-Imbued Hybrid Show

Evoking our moment of re-emergence and a desire for adventure.

By Shermin Ng - published 4 Jun 2021

Coach has made its return to the runway with an immersive hybrid experience imbued with nostalgia and references to American pop culture.

Set against the backdrop of a vintage drive-in cinema at the Shanghai Exhibition Centre, the physical showcase incorporated elements of a live show—complete with fake snow and roller skaters—and opened with a special episode of Coach TV: Live From Shanghai that played on a large screen.

Inspired by "a sense of adventure and our hopes for tomorrow," the women's and men's collection featured cosy shearling jackets, retro skiwear with sporty stripes and graphic patches, as well as brightly-coloured snow boots juxtaposed with lamé cocktail dresses and floral numbers finished with touches of lace and velvet—all envisioned for the time we'll be dressing up again. The house also debuted the new Studio bag in glovetanned and quilted leather.

While there were new styles and narratives, Coach’s first newly renamed “winter” collection built on and re-represented the house's story for Fall—of creature comforts, tactility and softness—revealing the evolution of creative director Stuart Vevers’ vision of a more honest approach to seasonality.

Related article: Review Of Coach Fall/Winter 2021 Collection

The livestream finished off with a post-show recap in the form of more “Coach TV” content starring the Coach Family including Jennifer Lopez, Ju Xiao Wen, Rickey Thompson, and Megan Thee Stallion.