Coach unveils ‘Explore Your Story’, the brand’s Spring 2026 campaign shaped by global listening to Gen Z and co-created with communities worldwide. Bridging the gap between fashion and literature, ‘Explore Your Story’ features Coach’s iconic Tabby bag and introduces a new collection of readable book charms.
Gen Z lives in a short-form, fast-paced digital world, and yet they are increasingly turning back toward books as a way to explore identity and self-expression. Hence through the campaign, Coach champions storytelling as a way to express all of who you are and have the “Courage to Be Real”, creating room for connection through shared experiences, from books and book clubs to digital communities and 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, many described books and long-form storytelling as a refuge – a way to slow down, reflect, and feel a sense of belonging. ‘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.”
Global ambassadors include Academy Award-nominated actress and producer Elle Fanning, Emmy-winning actress and producer Storm Reid, Korean artist, singer-songwriter and producer Soyeon, Japanese singer-songwriter Lilas, Dallas Wings star Paige Bueckers, and Shan Yichun, a breakthrough Chinese singer who together span film, music, and sport, starred in the campaign films. Each of them embody Coach’s grounding purpose: The Courage to Be Real.
Directed by Marcus Ibanez and captured by photographer Elaine Constantine, the two campaign films bring storytelling to life through intimate vignettes that show how a powerful story can shift perspectives, spark possibility, and foster community. As each cast member reads a book, the world transforms around her, showing how stories can inspire courage and connection. Each book featured is mirrored by a matching, readable book charm, part of Coach’s new collection, which dangles from each protagonist’s Tabby bag.
The collection includes twelve miniature book charms featuring 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 Forest of Wool and Steel”, all selected for their narratives around self-expression and chosen collaboratively with Gen Zs worldwide.
“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 culture – 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 a belief in the power of storytelling and the courage it takes to be real.”
Shop the Spring 2026 Collection here.
Watch the campaign films below:
