Coach just turned storytelling into a fashion statement

Coach is tapping into Gen Z’s hunger for authentic self-expression with its Spring 2026 campaign, “Explore your story”. Shaped by global listening and co-created with communities from the United States to China, the campaign spans cultural partnerships across fashion, literature, sport, and digital platforms, putting storytelling at the heart of the brand’s message.

The campaign responds to a growing tension: Gen Z lives in a fast-paced, short-form digital world, yet many are returning to books as a way to explore identity, self-expression, and possibility. Through “Explore your story”, Coach positions storytelling as a tool for courage and connection, from book clubs and digital communities to campus conversations.

“One of the clearest insights we heard from Gen Z globally is how central storytelling is to how they make sense of who they are — and who they’re becoming,” said Joon Silverstein, Coach chief marketing officer. “In a world shaped by fragmentation, digital overload, and constant acceleration, books and long-form storytelling offer a refuge. ‘Explore your story’ grew from that insight, and from our desire to show up alongside this generation as they find the confidence to write their own narratives.”

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Six members of the Coach community anchor the campaign films, directed by Marcus Ibanez. Returning ambassadors include Academy Award-nominated actress and producer Elle Fanning, Emmy-winning actress and producer Storm Reid, Korean singer-songwriter SOYEON, and Japanese singer-songwriter Lilas. They are joined by Kia WNBA Rookie of the year Paige Bueckers, now in an expanded role, and Shan Yichun, a breakthrough Chinese singer joining Coach for the first time. Each star embodies the brand’s purpose: the courage to be real.

“Storytelling doesn’t happen in silos, and neither does self-expression,” said Silverstein. “We intentionally brought together partners from different parts of culture—fashion, literature, sport, and digital — because Gen Z doesn’t experience identity in one lane. Our role isn’t to speak for communities, but to create shared spaces where many voices can come together around the power of storytelling and the courage it takes to be real.”

The films bring storytelling to life through intimate vignettes, with each protagonist reading a book as the world transforms around her, showing how stories can spark connection and possibility. Each book is mirrored by a matching, readable book charm from Coach’s new collection, which hangs from the iconic Tabby bag, a central piece of the campaign. Still imagery was captured by award-winning photographer Elaine Constantine.

The book charm collection includes twelve miniature, readable titles from around the world, including Jane Austen’s Sense and sensibility, Maya Angelou’s I know why the caged bird sings, Jandy Nelson’s I’ll give you the sun, and Natsu Miyashita’s The. Titles were chosen collaboratively with Gen Z communities to highlight narratives around self-expression.

To shape the campaign and amplify its message, Coach partnered with Gen Z-led cultural platforms including Sunnie, a social-first book club backed by Hello Sunshine founder Reese Witherspoon, and China Youth Daily, China’s leading youth media outlet.

In tandem, the brand worked with Penguin Random House in the U.S., and independent publishers in China, Japan, and Korea to bring the book charm titles to life. Partnerships with the WNBA and Bilibili extend the campaign’s reach into sport and digital culture, creating shared spaces for storytelling.

"Explore your story" also extends beyond digital and film content into real-world experiences. The "Coach Tabby Tour: Explore your story edition" will travel to college campuses across the U.S., Asia, and beyond, offering spaces for students to share stories and participate in programming.

In stores, customisation bars are reimagined as Coach Book Nooks, letting consumers personalise bags, book charms, and bookmarks. The Coach Foundation’s Dream Day events continue the campaign globally, with “Write your next chapter” workshops designed to help young people author their futures with confidence.

Coach’s focus on self-expression and the courage to be real is not new. Last year’s Spring 2025 campaign, “On your own time”, also starred Elle Fanning alongside international talents Nazha, Kōki, and Youngji Lee. The campaign explored the tension Gen Z feels with societal pressures and the relentless pace of life, showing ambassadors reclaiming agency over their time with the Tabby bag as a companion.

“On your own time” positioned Coach as a guide for Gen Z navigating digital overload and societal expectations, while “Explore your story” builds on that foundation, moving from controlling the pace of life to actively curating and sharing personal narratives through storytelling, cultural collaborations, and community engagement.

Coach has also been reshaping retail and lifestyle experiences to meet Gen Z where they are. From its multi-level Coach Play concept in Singapore to the retro-futuristic Coach Airways in Malaysia, coffee shops, bars, and a full-service New York–inspired restaurant at Jewel Changi Airport, the brand creates immersive, shareable environments that blend fashion, food, and design.

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