The launch featured a surprise runway show and amusement park-inspired installation ahead of the collection’s global release
Coach celebrated its collaboration with Los Angeles-based creative collective Brain Dead with an immersive event and surprise runway presentation in New York City’s Meatpacking District. The evening introduced selected looks from the wider Coach | Brain Dead collection, which launches globally on May 29.
Developed by Coach Creative Director Stuart Vevers in collaboration with Brain Dead co-founder Kyle Ng, the collection draws on references including Tokyo street style, souvenir culture, and fictional amusement park merchandise. The project reinterprets Coach’s heritage codes through Brain Dead’s graphic and irreverent visual language, combining nostalgia and customization with Americana-inspired sportswear.
The event space was transformed into a theme park-inspired environment featuring carnival games, a custom “Tubs of Fun” ride, mini golf installations, cotton candy and popcorn stands, and hand-painted signage by artist Joe Lotto. Guests also experienced live DJ sets and performances by Francesca Keller and Mura Masa, alongside interactive elements including custom airbrushed T-shirts by Shahlem Melendez.
Midway through the evening, attendees were surprised by a flash runway show staged through the center of the event space. The presentation featured pleated skirts, gingham dresses, graphic T-shirts, skater shorts, suede outerwear, and denim pieces influenced by vintage Americana and Tokyo streetwear aesthetics.
Accessories included reinterpretations of Coach’s Tabby, Waverly, and Empire bags, updated with patches, mascot charms, buttons, and chain embellishments. The collection also introduced novelty pieces such as a lunchbox-inspired bag design, emphasizing layered styling and collectible detailing throughout.
Guests attending the event included Troye Sivan, Lourdes Leon, Suni Lee, Ella Emhoff, Madison Bailey, Aquaria, and Blu DeTiger.
Ahead of the official launch, the collection will be previewed through a two-week installation at Selfridges in London before becoming available globally through Coach and Brain Dead stores, online platforms, and selected wholesale retailers on May 29.
