#USA #New York #Gen Z #Coach #Elle Fanning

Coach Unveils 'Explore Your Story'

In a bold affirmation of the transformative power of storytelling, Coach introduces its Spring 2026 campaign entitled 'Explore Your Story.' This innovative campaign, which has been carefully crafted through significant engagement with global Gen Z audiences, seeks to highlight the importance of personal narratives amid a fast-paced, digital-driven culture.

The Heart of the Campaign

Recognizing a growing trend among Gen Z towards longer narratives, Coach aims to connect with this generation by championing the importance of self-expression through storytelling. Joon Silverstein, Coach's Chief Marketing Officer, noted the essential role stories play in shaping identity and fostering a sense of belonging. In a world full of fleeting digital interactions, Coach believes books and long-form narratives can serve as a refuge, allowing individuals to slow down and reflect.

The campaign features iconic collaborations and cultural partnerships across various regions, namely the United States and China. Aimed at building community and connection, 'Explore Your Story' not only promotes Coach's signature Tabby bag, but it also introduces a newly designed collection of readable book charms—miniature charms that represent beloved literary works.

Star-Studded Representation

The campaign stars an array of boundary-breaking global ambassadors, including well-known figures like Elle Fanning and Storm Reid. These ambassadors are not only prominent in their fields but also resonate with the values Coach wishes to convey. The cast also includes emerging talents such as Paige Bueckers, the Kia WNBA Rookie of the Year, and Shan Yichun, a rising Chinese singer. Each character in the campaign's two films embodies the essence of Coach's message—having the courage to be real.

Directed by Marcus Ibanez, the campaign's films are a beautiful blend of storytelling visualized through intimate vignettes. As these ambassadors delve into the pages of their selected books, the environment around them transforms, illustrating how the power of storytelling can foster change and build a sense of community.

A Collection Inspired by Literature

Central to 'Explore Your Story' is the introduction of readable book charms that consumers can wear alongside their Tabby bags. The collection features twelve renowned books, including 'Sense and Sensibility' by Jane Austen and 'I Know Why the Caged Bird Sings' by Maya Angelou, chosen collaboratively with Gen Z voices across the globe. These titles were selected based on their narratives surrounding self-expression and personal growth, further intertwining Coach with the world of literature and identity exploration.

Community Engagement and Shared Spaces

Understanding that storytelling thrives in community, Coach partnered with several Gen Z-led organizations to shape the campaign's message. Collaborations with Hello Sunshine, founded by Reese Witherspoon, and China Youth Daily, China's leading media organization, reflect the brand's commitment to creating platforms for dialogue and connection. The cross-cultural engagement created a vibrant environment for sharing personal experiences while connecting through literature.

Furthermore, 'Explore Your Story' is set to travel across U.S. college campuses in the 'Coach Tabby Tour Explore Your Story Edition.' This initiative will be a hub for students to engage with each other, sharing their personal stories and participating in meaningful dialogue surrounding the campaign's themes.

In Coach stores, customization bars will be transformed into Coach Book Nooks, offering unique ways for consumers to personalize their bags and book charms, creating personal connections to their stories.

A Vision for the Future

With Dream Day 2026, the Coach Foundation will bring together youth from its Dream It Real program, aiming to empower them to define their life narratives through community-building experiences and workshops focused on self-expression. Coach's commitment to storytelling extends far beyond fashion; it encompasses creating environments where narratives flourish, contributing to personal and communal growth.

Through 'Explore Your Story,' Coach embodies a philosophy—good storytelling shapes identity, mutual understanding, and connection. By encouraging people to embrace their narratives and share their truths, Coach aims to foster a community where diverse voices can unite in their shared experiences, enriching the tapestry of storytelling for generations to come.