NEW YORK — Coach will host the Play for Peace concert in Tokyo on April 9 featuring Mandy Moore, N.E.R.D. and Mika Nakashima.
About 7,500 people are expected to attend the free concert. Limited-edition Scribble Signature wristbands will be used to gain access and can be picked up free of charge at the Ginza, Shibuya and Marunouchi flagships beginning March 20. Coach will donate a minimum of $150,000 from the sale of Scribble handbags to UNICEF.
The event, to be held at the Tokyo Metropolitan Gymnasium, coincides with the launch of the accessories brand’s spring ad campaign, for which Moore is the spokesmodel.
“We were looking for someone who exemplifies classic and youthful style, things we try to represent through the brand in general, and she embodies that,” said Reed Krakoff, president and executive creative director.
The campaign was shot in New York by Steven Sebring and pictures Moore wearing a custom-made green feather bustier, a custom-embroidered Scribble Signature skirt and a matching Scribble Signature pocket satchel from the new spring collection. Ads will appear in magazines and on outdoor advertising in Japan, Singapore, Hong Kong, Malaysia, Thailand, South Korea and Taiwan. The campaign will not run in the U.S.
Krakoff said he had the idea for the concert when the firm signed Moore for the campaign.
The combination of artists range from Moore’s pop songs to N.E.R.D.’s hip-hop and Nakashima’s more traditional music.
“We wanted it to be a mix and represent different attitudes and moods of the collections we introduce,” Krakoff explained. “[The performers] are each different, but all youthful and fun.”
In the last year, Coach has made an aggressive retail push in Japan. The company opened 11 stores, including locations in Osaka and Sendai, and has plans to roll out 10 more units this year. A flagship in Nagoya will open April 7.
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