Coach Dropped Its New Brain Dead Collab With a Flash Runway
The brands took over NYC’s Meatpacking District with a full-on amusement park.
Coach just traded the traditional runway for a roller coaster, literally. To celebrate its new collab with LA’s creative collective Brain Dead, the brand took over NYC’s Meatpacking District with a full-on amusement park. Between carnival games and cotton candy, guests like Troye Sivan and Lourdes Leon were treated to a surprise flash runway show that felt more like a spontaneous street party.
The collection is a wild remix of Tokyo street style, collectible souvenir culture and vintage Americana, filtered through Brain Dead’s irreverent lens. We’re talking gingham bias-cut dresses, graphic tees and skater shorts. The star of the show? Coach’s signature Tabby bag, totally reimagined with patches, chains and even a lunchbox-inspired design.
Everything in this drop is built for personalization, encouraging you to layer on the collectible mascot charms and buttons. If you’re in London, you can snag an exclusive two-week preview at Selfridges. For everyone else, set those reminders for the global drop on May 29. This is one ride you don’t want to miss.
Check out some of the looks above and head to the Coach and Brain Dead websites for more.
In other news, Collina Strada and Stand Oil linked up for the ultimate accessories collab.
