Following the example of Valentino and Dior, creative director of New York-based luxury label Coach 1941 Stuart Vevers presented his pre-fall collection in Asia. This time the target location is Shanghai, which is not accidental, because China has been Coach’s largest market since 2003. The show was preceded by a cocktail party, where the brand’s CEO Joshua Schulman said their ready-to-wear collection is literally “explosive”.
The decision to hold the event in Shanghai was made by Stuart 9 months ago, at the start of work on the collection, however, it has no references to Chinese traditions like dragons, red in combination with gold or well-liked hieroglyphs. Instead, Vevers demonstrated the perfect mash-up, based on the New York street style.
Prior to the show, Vevers said that “a lot of that (the casualization of fashion on the streets) has come from Asia, and it’s becoming a bigger part of everyone’s collections” and that it is has become entangled in their DNA to the extent it’s no longer perceived as something artificially incorporated. He added that he was sure the floral print metallic tea dress would be worn here in Asia with bulky sneakers and a denim jacket.