Photographed by Garrett Bruce.
THURSDAY 9:47 PM, MAY 14, 2026 MEATPACKING
My cab drops me off at a warehouse in the Meatpacking District at 9:40 pm. It’s halfway through the party, just past fashionably late. It’s still 70 degrees out, Zara Larsson is coming through the sound system, and the energy inside is exactly where it needs to be. Coach and Brain Dead have transformed the space into a full carnival: flying saucers, popcorn, balloons, and an impromptu runway cutting through the middle of it all. It feels like stepping into the Euphoria carnival episode, but everyone’s dressed better. Here’s how the night went.
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Photos courtesy of Lucia Brown and Coach.
In the entry, I run into my fav IG it girl, Darianka.
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No merry-go-round, but there is a flying saucer ride with a line of fashion kids waiting to board, warm pretzels, punky graphics stamped on souvenirs, mini golf, and a packed open bar pouring spiked pink lemonades.
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I spot fluffy pink bags with animals faces on them, branded knitted button ups and classic leather trench coats. For Gen Z, Coach is nostalgia, and for years they’ve leaned into their roots with every cool girl scouring their mom’s closet for a vintage Coach bag. Quincy Whipple tells me “The first bag my mom let me borrow was Coach.”
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Photo courtesy of Coach.
The boys are paying attention too and this collection with Brain Dead may just win them all over. What happens when LA streetwear meets classic NY? In the context of Euphoria, the collection feels like Fez and Lexi’s love affair we never got to live out. It’s ivy league meets grunge. Brain Dead has a natural way of gamifying Coach’s classic prep. There are digital DNA’d characters hanging off satchel bags, clipped onto pleated skirts, pinned onto crisp collars and crocheted into headwear.
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@delaneyrowe
LUCIA BROWN: How would you describe the party tonight in one word?
DELANEY ROWE: Euphoria. It’s giving Euphoria season 1.
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@badgalfra
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@ellaemhoff
LUCIA BROWN: There is so much nostalgia surrounding Coach, do you have any specific memories with either of the brands?
ELLA EMHOFF: One of the first vintage bags I bought was a a vintage leather bucket bag. I got it on Poshmark.
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I want candy floss to be a mandatory menu item at every party.
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@indira and @simoneembrack
LUCIA BROWN: Who’s one person dead or alive you wish was here to party with?
INDIRA SCOTT & SIMONE EMBRACK: MJ.
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LUCIA BROWN: What was in your cup tonight?
ELLA EMHOFF: The Crybaby lemonade. It’s so good. I don’t know what’s in it but it goes down real nice. A little too nice.
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@mazurbate and @tamagucci
“You wouldn’t expect a fashion thing to be this fun.”
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@casimere
It’s giving chic Beanie Babies–the bag, I mean.
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@lelis.fulton
“I had so much fucking cotton candy.”
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I’ve never seen this game before, but I was warned that it’s basically a workout. I watched from a far.
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@trueyorkkai
LUCIA BROWN: How would you describe your night in one word?
KAI: What-the-fuck.
