Coach: Spring 2016 NYFW
For the longest time, Coach was focused on being a bag and accessories company focusing on wallets, sunglasses, watches, bags etc. When Stuart Vevers became the new Executive Creative Director of Coach one of the things he was adamant to do was to make Coach cool. His vision for how to achieve this was slow and steady, eventually leading to Coach’s premiere ready-to-wear collection at New York Fashion Week in September 2015.
Coach doesn’t do things by halves and so for their first-ever runway collection at New York Fashion Week Coach spared no expense. They erected a custom structure at the end of the Highline in Manhattan, right next to where the new Coach headquarters will be next year. This custom building is being erected just for the Coach Runway show and will be demolished the day after the show! Inside this amazing construction will be an extension of the Highline, bringing what is outside inside, with grasses and plants surrounding the runway. The show will also be at sunset so the many windows will allow the sun to shine in and reflect off the mirrored runways.
The final trailer mixes some existing craftsmanship footage alongside custom footage of the Highline that we directed, teasing people for what was to come but without giving too much away. What was most tough was that RIOT creative agency filmed this footage while the custom building was still under construction so we had to capture footage in a way that made it feel fully completed.
On top of this we also provided various cutdown edits of the NYFW runway show recap films and all associated social, OOH, translation and subtitle work that was seen surrounding this, Coach's largest campaign to date. The :15 second cut for YouTube can be viewed above, our original trailer is below as is the official post on Coach's Instagram.
Enjoy the work!
