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 important to me. And I love how the brand embraces individuality, originality — and also the leather goods.” The actress is currently filming her next movie in Japan. “Coming to New York and being able to see the Coach family and Stuart means so much to me, and it’s like a new energy for me. I’m really grateful,” she added.

Storm Reid has marked a major milestone since attending last season’s Coach show: graduating from the University of Southern California.

“ I’m freshly post grad,” said Reid before the show, adding that she has worked with Coach since she was 13. “ I think Mr. Stuart is such a genius, and he does amazing things with each collection,” she said. “I love to be in relationship with authentic brands, and Coach has been in my life for so long,” Reid continued. “I love that it’s a tried and true brand that I feel is for everybody, but continues to elevate and have fun and surprise us. So I’m excited to see what he has come up with today.”

She might not be headed to class anymore, but Reid still has a busy fall ahead. “I just shot a Netflix film called ‘Roommates,’ an Adam Sandler film,” said Reid. “And I have a production company — doing some production company things.”