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As far as the bygone times of New York City go, the roaring seventies remains one of the most iconic periods with its neon signs and graffiti walls. That's exactly the quintessential New York style Coach brought to Shanghai for its first-ever runway show in China.

Coach Pre-Fall 2019 collection in Shanghai

The show, dubbed "Coach Lights Up Shanghai" featuring Stuart Vevers, is the third show to run its stage in Asia following Valentino and Dior Men in Tokyo. New York City's Times Square in the 1970s, and what happened to a vintage car and lights to match the acid-color shearlings and trippy knitwear in the collection. While there were no distinctive Chinese elements in the setup, the Chinese codes were alluded to in the collection as well as the selection of models, including Huang, the Chinese male model who opened the show.

Where are our collection, "- Stuart Vevers (Bof) -" I love the contemporary art scene in Shanghai and it's inspired to connect with creatives based in China. "

China has been one of the biggest markets for Coach since its first launch in 2003. According to Business of FashionWhen Coach bought back its Chinese retail business today, annual sales steeped from approximately $ 50 million to over $ 600 million. And for his pre-Fall 2019 collection, Vevers has created a line of clothing that merged Coach's Western heritage with Eastern elements. Which in turn, creates a strong presence in categories beyond handbags as the luxury ready-to-wear sector is booming in the China market.

Coach cooperates with China-based creatives to transform their dinosaur mascot into a ready-to-wear pieces and accessories. Beyond simply a marketing move, the collection thus reflects the awareness of China's growing presence in the global fashion scene. With this collection, Vevers hopes to open doors for the brand.

View runway images here:

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