Jacket season is officially here, and Free People is bringing its “Too Good to Take Off” fall campaign to life with a retail activation at its Fifth Avenue store in NYC on September 18th & 20th.

To celebrate the brand’s fall jacket assortment, Free People has transformed its storefront window into a coat check, complete with an attendant who has nothing to do — because the jackets are simply too good to take off. The activation brings the campaign concept into the physical retail experience while giving shoppers a chance to discover and shop the collection in-store.