This year's Macy's Thanksgiving Day Parade will feature a float by Coach

Coach is set to become the first luxury brand to participate in the famous Macy's Thanksgiving Day Parade.

The US heritage fashion label is rolling out a new float nicknamed 'Rexy in the City' for this year's edition of the historic New York holiday event, which takes place on November 28. Rexy, the brand's dinosaur mascot, will have pride of place on the glittering float, which Coach has disclosed will feature "a carnival-style reimagining of New York City."

"As an iconic American brand, we are proud for Coach to be the first luxury fashion house to have a float in the 93-year history of the Macy's Thanksgiving Day Parade," said Joshua Schulman, CEO and brand president of the Tapestry-owned label. "We can think of no better way to kick-off the holiday season than to participate in this great American tradition. This project not only underscores our important partnership with Macy's, but also speaks to the future of the traditional wholesale business model, evolving from distribution into meaningful brand storytelling."

Susan Tercero, executive producer of Macy's Thanksgiving Day Parade, added that the float, "a dazzling marvel of engineering, artistry, and animation," will bring "a new level of whimsy" to the parade lineup.

Coach is also launching an exclusive Rexy-themed collection of t-shirts, leather goods, footwear and accessories, online and at select Macy's stores on November 15.

The annual Macy's Thanksgiving Day Parade attracts more than 3.5 million spectators every year, and more than 50 million viewers across the country. The 93rd edition will air nationwide on NBC-TV on November 28, 2019.