At the Coach show on Monday afternoon at Pier 36 in New York, the front row was ripe with K-pop frenzy.

The crowd jostled to get a moment with I-dle girl group member Soyeon, a new brand ambassador who appears in the fall “Revive Your Courage” campaign. Not even the most stern calls to sit down could keep the crowds away, as production staff tried to pave a path for fellow front row faces like rapper Glorilla, Charles Melton, Celtics player Jayson Tatum — who was sidelined late last season with an injury — Elle Fanning, and more.

“I love the message that they deliver to the audience,” said Japanese model and actress Kōki, who starred in Coach ’s campaign last fall, before taking her seat next to Soyeon. “I love the creativity and the courage to be real. That is something really impor

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