This luxe streetwear presentation, aptly dubbed 'Coach Lights Up Shanghai,' is the high fashion label's first runway show in China. For its inaugural debut — both for the brand and its Pre-Fall 2019 collection, Coach tapped some notable Shanghai-based creatives. This strategic move ultimately provides something familiar for attendees to latch onto as the luxe streetwear styles are presented. Moreover, it is also a celebration of local culture.
One of the more notable collaborations is with "music collective and nascent apparel line YETI OUT" who contributed with a bespoke graphic of a smiley face.
Naturally, Coach's luxe streetwear presentation incorporated some motifs of American culture, in order to build an international brand presence. This is reflected in the "1970s-era New York City street" backdrop and the inherent inspirations derived from the glam rock aesthetic.