Coach stages surprise, spooky Halloween parade in London

Coach staged a surprise, spooky Halloween parade throughout London last night fronted by television and radio star Maya Jama.

As grand marshal, Jama led a cast of performers on the horse-drawn carriage parade, which ran from Pall Mall to Berkley Square, through to Regent Street and past Coach’s flagship store to Piccadilly Circus.

The parade brought the New York tradition to the London streets and also played on the leather-craft heritage of the Coach brand and its first-ever house code. The brand's mascot Rexy the dinosaur was also brought to life for the parade by the Twice Shy Theatre.

Customers were sent exclusive hints via WhatsApp in the weeks leading up to the event, and, as the parade concluded, participants in the WhatsApp conversation were offered a chance to win Maya Jama’s limited-edition parade cape, created for the event.

Coach, part of the Tapestry group, is led by British creative director Stuart Vevers.

Images: Dave Benett/Getty