Explore Your Story

Today, Coach introduces “Explore Your Story,” the brand’s Spring 2026 campaign shaped by global listening to Gen Z and co-created with communities worldwide. Spanning cultural partnerships from the United States to China, the campaign features Coach’s iconic Tabby bag and introduces a new collection of readable book charms.

Inspired by a renewed cultural embrace of long-form storytelling, “Explore Your Story” taps into a growing tension: Gen Z lives in a short-form, fast-paced digital world, yet is increasingly turning back to books as a way to explore identity, self-expression and possibility. 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.”

Six boundary-breaking members of the Coach community star in the two films that anchor the campaign. Returning 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, and Japanese singer-songwriter Lilas Ikuta. They are joined by Paige Bueckers, now in an expanded role with the brand, and breakthrough Chinese singer Shan Yichun, who joins Coach for the first time. Together, they span film, music and sport, each embodying Coach’s grounding purpose: The Courage to Be Real.

Directed by Marcus Ibanez, 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 hangs from each protagonist’s Tabby bag. The films are complemented by still imagery captured by award-winning photographer Elaine Constantine.

Coach’s Tabby bag is central to “Explore Your Story,” appearing across campaign content and in real-life experiences with a new twist: a collection of twelve miniature, readable book charms featuring titles from around the world. These include 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, and The Forest of Wool and Steel by Natsu Miyashita. The titles were selected collaboratively with Gen Z consumers worldwide for their narratives around self-expression.

To help shape the campaign and select the book charm titles, Coach partnered with Gen Z-led communities and cultural platforms including Sunnie, backed by Reese Witherspoon, and China Youth Daily. The brand also worked exclusively with Penguin Random House in the US, alongside independent publishers across China, Japan and Korea, inviting authors into the Coach community to share their creative processes. The conversation continues through partnerships with the WNBA and Bilibili to amplify and deepen the campaign message.

“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.”

The campaign extends through a series of global experiences designed to bring Gen Z together in real life. “Explore Your Story” will travel to college campuses across the US, Asia and beyond through the Coach Tabby Tour: Explore Your Story Edition, a travelling community hub where students can connect and share stories. In stores, Coach reimagines its Customization Bars as Coach Book Nooks, introducing new ways to personalise bags, book charms and bookmarks. The Coach Foundation annual Dream Day events will also carry the campaign forward. Titled “Write Your Next Chapter,” Dream Day 2026 will bring together young people in the Dream It Real programme for a day of community-building, mentorship and story-focused workshops designed to help them author their futures with confidence.