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September Issues

Edward Enninful, Jennifer Lopez and Anna Wintour at the Coach runway show.
Edward Enninful, Jennifer Lopez and Anna Wintour at the Coach runway show. Photo: Nina Westervelt/Getty Images
Lauren Sherman
September 11, 2023

At the Coach dinner on Thursday night at the New York Public Library, a friend asked me if I thought that brands would still be staging fashion shows in 30 years. Yes, I said, if the world doesn’t blow up before that: Fashion always finds an excuse. 

His question, though, was reasonable. We all know runway shows are no longer a tool of the trade. Coach’s sales are now something like 90 percent direct: buyers don’t buy it, editors are obliged to cover the brand largely because it’s a name people know and because it’s an advertiser. For Coach, the biggest brand in the Tapestry portfolio, the show—a display of oversized leather blazers and pointy-toe jelly flats embossed all over with Cs, with J.Lo in the front row—is a customer acquisition cost.