Coach Spring 2016 NYFW: A Bold Vision Comes to Life
For decades, Coach was recognized primarily as an iconic accessories brandMore than a logo—brand is the essence of a company, shaping identity, reputation, and customer perception., known globally for luxury bags, wallets, sunglasses, and watches. When Stuart Vevers stepped in as Executive Creative Director, he envisioned transforming Coach into a fashion powerhouse—infusing fresh energy and contemporary coolness into the legendary American label.
A Custom Venue on the High Line
For Coach’s first official runway show at New York Fashion Week (NYFW) Spring 2016, the brand constructed an extraordinary custom venue at the edge of Manhattan’s famed High Line. Situated near the location of Coach’s future global headquarters, this exclusive structure was as ephemeral as it was impressive, built specifically for the event and dismantled immediately afterward.
Designed as an immersive extension of the High Line itself, the venue brought the outside world indoors—lush grasses, wildflowers, and abundant greenery framed a mirrored runway. Scheduled precisely at sunset, golden natural light cascaded through expansive glass windows, creating an unforgettable atmospheric spectacle.
“Vevers’ Spring 2016 collection was a romantic and youthful interpretation of American nostalgia, blending softness with a sophisticated edge.” – Vogue
RIOT’s Role in Bringing the Vision to Life
Our creative agencyWhere strategy meets storytelling—creative agencies craft bold ideas, striking visuals, and powerful campaigns that elevate brands beyond the ordinary. collaborated closely with Coach, playing a critical role in building anticipation and excitement for this landmark event. We created a visually compelling teaser trailer that mixed archival craftsmanship footage with original, meticulously captured imagery of the High Line. Remarkably, our team shot this original footage while the venue was still under construction, expertly framing scenes to evoke the feeling of a completed, polished setting.
Alongside the teaser, RIOT also expertly edited Coach’s stunning time-lapse film, showcasing the meticulous construction of the temporary venue—a fascinating behind-the-scenes look at the ambitious production process.
Our collaboration extended well beyond the teaser and time-lapse films. RIOT handled numerous versions of the runway show recap films, creating customized edits for various digital platforms and international markets. Additionally, we managed extensive social content, translations, subtitles, and out-of-home (OOHBig, bold, and outside—OOH ads reach people where they live, commute, and explore, blending creativity with visibility.) advertisingStories with purpose—marketing connects brands to people through strategy, creativity, and campaigns that drive impact. , contributing significantly to what became Coach’s largest global campaign at the time.
The Collection: Americana Reimagined
Vevers’ Spring 2016 designs represented an artful fusion of heritage and innovationThe spark that starts it all—creativity is the fearless pursuit of new ideas, powerful stories, and unforgettable brand moments.. Floral prairie dresses, patchwork leather jackets, delicate chiffon overlays, and subtle touches of Americana defined the runway looks. It was a collection that eloquently balanced nostalgia with modernity, celebrating Coach’s history while boldly setting the brand’s future direction.
The event attracted considerable celebrity attention, drawing high-profile guests such as Christina Ricci, Zoë Kravitz, and Chloë Moretz—further underscoring the cultural significance of Coach’s ambitious reinvention.
Experience the Show
Watch the Coach Spring 2016 runway show to fully immerse yourself in this pivotal moment for the iconic American brand.
Above you can enjoy RIOT’s original teaser trailer, alongside Coach’s official Instagram post below capturing the magic of that unforgettable evening.
