On February 25, New York–founded global brand Coach unveiled its Spring 2026 campaign, “Explore Your Story.” Developed through dialogue with Gen Z communities around the world, the campaign positions Coach’s iconic Tabby bag at its center while introducing a new collection of readable book charms—proposing a unique experience of “carrying a story.”
The brand draws on a cultural insight: although Gen Z has grown up in a digital environment dominated by short-form video, many are now rediscovering books and long-form storytelling. In an era of constant information flow, time spent engaging deeply with a story has become a way to pause, reflect, and reconnect with oneself.
Against this backdrop, Coach frames storytelling not merely as a form of expression, but as a tangible action aligned with its brand purpose, “Courage to Be Real.”
A Global Cast Across Creative Fields
At the heart of the campaign are two films featuring six talents from film, music, and sports—individuals who have each shaped their own stories in distinct arenas.
Global ambassadors include actor Elle Fanning, Emmy Award–winning actor and producer Storm Reid, Korean artist SOYEON, and Japanese singer-songwriter Lilas Ikuta. They are joined by WNBA Rookie of the Year Paige Bueckers and Chinese singer Shan Yichun.
Directed by Marcus Ibanez, the films portray intimate moments in which each protagonist picks up a book and the surrounding world begins to shift—visualizing how stories can unlock courage and connection. Still imagery for the campaign was shot by photographer Elaine Constantine.
Readable Book Charms: Where Fashion Meets Literature
A defining product of the campaign is a collection of fully readable book charms. Designed to accompany the Tabby bag, the collection features 12 titles selected from global literature.
Among them are Sense and Sensibility by Jane Austen, I Know Why the Caged Bird Sings by Maya Angelou, I’ll Give You the Sun by Jandy Nelson, as well as Japanese works The Forest of Wool and Steel by Natsu Miyashita and Honeybees and Distant Thunder by Riku Onda. Each title was chosen through conversations with Gen Z communities and reflects themes of self-expression.
By bridging fashion and literature, Coach extends the concept of accessorizing beyond aesthetics—transforming it into a cultural and communal gesture.
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Global Cultural Partnerships
The campaign also unfolds through collaborations with Gen Z–led communities and cultural platforms worldwide. Partners include Sunnie, a social reading community supported by actor and producer Reese Witherspoon; China Youth Daily; and Penguin Random House, alongside publishers in China, Japan, and Korea. Additional partnerships with the WNBA and leading Gen Z video platform Bilibili further amplify the initiative.
Founded in New York in 1941, Coach continues to create enduring pieces inspired by the inclusive and courageous spirit of its hometown under the vision of Creative Director Stuart Vevers. The brand is part of Tapestry, Inc., listed on the New York Stock Exchange under the ticker symbol TPR.
“Explore Your Story” represents more than a seasonal campaign—it is a cultural strategy that connects fashion, literature, and digital communities, encouraging Gen Z to not only read stories, but to carry and write their own.
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