Global fashion house Coach celebrated Halloween with a spooky surprise parade through central London. Led by television and radio star Maya Jama, who hosted as grand marshal, the festive and unexpected event brought together a fun and inspiring cast of performers, and championed Coach’s playful, authentic and inclusive spirit.
Travelling from Pall Mall to Berkley Square, through to Regent Street and past Coach’s flagship store to Piccadilly Circus, the parade brought the best of New York tradition to the streets of London in an exuberant and bold way. Featuring ten playfully imagined Horse and Carriages—a reference to Coach’s first-ever house code and legacy of leathercraft—the event’s line-up of performers included characters inspired by house’s hometown of New York City and Coach’s fearless mascot, the dinosaur Rexy, brought to life by the Twice Shy Theatre.
To announce the surprise parade, Coach sent clients exclusive hints via WhatsApp in the weeks leading up to the event, leveraging new social technology that allows brands to communicate one-on-one with customers.