Coach is to be the first-ever luxury fashion house to participate in Macy’s Thanksgiving Day Parade.
Founded in 1941, the New York-based label is known for its leather goods, apparel, footwear, fragrance, eyewear, and accessories, with brand ambassadors including Selena Gomez and Michael B. Jordan.
Now, Coach is to make history by having a new float included in the annual holiday spectacle, set to take place on 28 November.
“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’s float will be themed around the company’s dinosaur mascot, Rexy. The icon was first unveiled by creative director Stuart Vevers in 2015, but will be transformed into a giant, glittering version for the upcoming event.
“Designed and constructed by the artists of Macy’s Parade Studio, Coach’s ‘Rexy in the City’ float is a dazzling marvel of engineering, artistry, and animation that will bring a new level of whimsy to our Parade line-up this year,” said Susan Tercero, executive producer of Macy’s Thanksgiving Day Parade. “On Thanksgiving Day, Rexy, the fearless fashion dino will capture the imagination and hearts of millions as she makes her glittering way down the streets of Manhattan.”
In addition to the float, Coach is partnering with Macy’s on a limited-edition Rexy-themed collection. Items, including footwear, T-shirts, and accessories, will be available to purchase from 15 November.
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