Rexy In The City: Coach To Debut As First Luxury Fashion Brand In Macy’s Thanksgiving Day Parade

On Thursday, November 28 at 9 a.m., the time-honored phrase “Let’s Have a Parade” will ring from the starting line as the march of fantasy takes to the streets of New York City during the 93rd Macy’s Thanksgiving Parade.  This year the event will bring together two iconic American brands with a shared New York legacy via a new float set to debut in the annual holiday spectacle.

Coach, a global design house of modern luxury leather goods, apparel, footwear, fragrance, eyewear and a full range of lifestyle accessories will be the first-ever luxury fashion house to participate in the historic Macy’s Thanksgiving Day Parade. Led by Coach’s mascot, the beloved dinosaur Rexy, the house’s glittering float will feature a carnival-style reimagining of New York City. Titled “Rexy in the City,” the float will boldly kick-off the holiday season with the house’s unique spirit of optimism, playfulness, and inclusivity.

In addition to Coach’s float debut in the 93rd Annual Macy’s Thanksgiving Day Parade, the partnership will also include an exclusive Rexy-themed collection featuring leather goods, footwear, t-shirts and accessories, launching November 15 at select Macy’s stores nationwide and macys.com. Rexy has appeared in Coach collections and on the runway since 2015 when Coach creative director Stuart Vevers unleashed her to the world. Her glittering float in the Macy’s Thanksgiving Day Parade will be her biggest, boldest appearance to date.

The Macy’s Thanksgiving Day Parade is the nation’s biggest and most anticipated holiday celebration. Broadcast nationally on NBC, with millions of families nationwide tuning in to watch the excitement unfold, the TODAY Show’s Savannah Guthrie, Hoda Kotb and Al Roker will host the three-hour broadcast from 9 a.m. – noon (in all time zones).

For spectators in New York or those traveling to the city to see it live, the 93rd Annual Macy’s Thanksgiving Day Parade begins at 9 a.m., kicking off from 77th Street and Central Park West. The procession will march to Columbus Circle, turn onto Central Park South and then march down 6th Avenue/Avenue of the Americas. At 34th Street, the Parade will make its final turn west and end at 7th Avenue in front of Macy’s Herald Square.

The 93rd Annual Macy’s Thanksgiving Day Parade® kicks-off the holiday season on Thursday, November 28 at 9 a.m. ET. (Graphic: Business Wire)

“As an iconic American brand, we are proud for Coach to be the first luxury fashion house to have a float in the 93-year history of the Macy’s Thanksgiving Day Parade,” said Joshua Schulman, chief executive officer and brand president of Coach. “We can think of no better way to kick-off the holiday season than to participate in this great American tradition. This project not only underscores our important partnership with Macy’s, but also speaks to the future of the traditional wholesale business model, evolving from distribution into meaningful brand storytelling.”

Coach Presents “Wonder For All” A Holiday Campaign

Nerisa-and-Natasha-Waterman

It’s no secret that my sister and I are definitely in love with the Coach brand. It’s our go-to for New York Fashion Week,  Blogger Breakfast, Expos, and simple casual everyday living, and we are so excited that Coach has released a new campaign just in time for the holidays. Coach is a global design house of modern luxury leather goods, apparel, footwear, fragrance, eyewear and a full range of lifestyle accessories.

Today Coach unveiled the “Wonder For All,” 2019 holiday season campaign. The campaign celebrates inclusivity, optimism, and authenticity.  Set on the Upper West Side and featuring Shahidi, Moss, Megan Thee Stallion as well as model Fernanda Ly, actor Miles Heizer and an unexpected feathered friend, it sees the cast in joyful, unfiltered scenes that highlight the house’s spirit of playfulness and the authentic self-expression that defines New York City.

 

The campaign also introduces the house’s new Horse and Carriage collection. Seen on Kate Moss and a new version of the Kat Saddle Bag, the collection reimagines Coach’s iconic Horse and Carriage motif as a cool, colorful pattern on bags and ready-to-wear. First introduced in the 1950s, the Horse and Carriage is a symbol of Coach’s legacy of leathercraft and New York heritage, and the house’s first-ever code.

Coach Holiday-Kate Moss

“Wonder For All” is also a series of short films written and directed by Bunny Kinney. Featuring Spike and Tonya Lee, actress Camila Morrone, winner of Season 8 of Ru Paul’s Drag Race Bob the Drag Queen, and writer, actor and producer Ben Sinclair, as well as special appearances by the Shahidi family and the Newark Boys Choir, the films celebrate the magic and spontaneous fun of being together during the most festive time of year.

 

Coach Unveils New Direction With Fall 2019 Global Advertising Campaign

Spontaneous, real, and free-spirited, the Fall 2019 Coach campaign presents a new thought-provoking narrative for the house while staying true to its unique heritage, values, and mission.  Coach, founded in 1941, is a global design house of modern luxury leather goods, apparel, footwear, fragrance, eyewear and a full range of lifestyle accessories.

The campaign unveils Creative Director Stuart Vevers’ new look and feel for the Coach inspired by a new cast of 21st Century Dreamers pursuing infinite possibilities in the city of New York.  The campaign was brought to life with new Coach collaborators like photographer Juergen Teller and director Todd Tourso, as well as stylist Venetia Scott, makeup artist Dick Page, and hairstylist Christiaan.

The campaign shows the new global cast in iconic locations around New York City, including the Lower East Side, Central Park, the Manhattan Ferry, Brooklyn Bridge and Central Park.  Starring Yara Shahidi, Michael B. Jordan, Liu Wen, Jemima Kirke, Lolo Zouaï, Kiko Mizuhara and Miles Heizer, the campaign spotlights the house’s new Fall bags and gives each member of the cast the opportunity to candidly share what drives and inspires them.

The films, directed by Tourso, the creative mind behind Beyoncé’s iconic music videos and films will be released throughout the season.  Kicking off the season is a hero film, followed by a series of vignettes featuring the individual cast members. With narration by Michael B. Jordan and Yara Shahidi, the unique films share the spirit of New York City, inspiring 21st Century Dreamers everywhere to believe in themselves and life’s infinite possibilities.