Coach is reframing fashion as narrative power with its Spring 2026 campaign, Explore Your Story. The global initiative unites Elle Fanning, Storm Reid, Paige Bueckers, SOYEON, Lilas Ikuta, and Shan Yichun in a celebration of self-expression through literature and style.
Gen Z Inspiration
Rooted in insights from Gen Z communities across the U.S. and China, the campaign highlights a renewed interest in books and long-form storytelling. In a digital age dominated by short clips and algorithmic feeds, Coach taps into the timeless appeal of stories as tools for courage, identity, and connection.
The Iconic Tabby Reimagined
Central to the campaign is Coach’s iconic Tabby bag, now adorned with readable book charms. Titles include Sense and Sensibility, I Know Why the Caged Bird Sings, I’ll Give You the Sun, and A Forest of Wool and Steel. Each was selected with Gen Z readers for themes of resilience and creativity.
Star Voices
Elle Fanning recalls her first Coach wristlet as a symbol of empowerment. “It gave me the confidence to accomplish anything,” she said, describing spring as a season of renewal. Storm Reid emphasized the personal connection of storytelling, citing Maya Angelou’s I Know Why the Caged Bird Sings as deeply resonant. Paige Bueckers, meanwhile, embraced fashion as an extension of her identity beyond basketball, recalling her custom Coach suit at the 2025 WNBA Draft.
A Global Community
Directed by Marcus Ibanez, the campaign’s films show each star immersed in books as the world transforms around them. Coach partnered with Gen Z-led communities like Sunnie Book Club and China Youth Daily, alongside publishers such as Penguin Random House, to ensure authenticity.
Creative Director’s Vision
Coach Creative Director Stuart Vevers explained: “With Explore Your Story, we wanted to celebrate the idea that style is another way of telling the world who you are. The Tabby is iconic, but adding these readable book charms transforms it into something deeply personal.”
A Narrative of Identity
By bridging fashion and literature, Coach’s Spring 2026 campaign underscores that identity is fluid, shaped by the stories we inherit and the ones we choose to tell.
