Coach’s “Explore Your Story” Campaign Turns Books Into the Ultimate Gen Z Accessory

Coach isn’t just selling handbags this spring — it’s selling stories.

With its new Spring 2026 campaign, “Explore Your Story,” the brand doubles down on something that feels surprisingly intimate in today’s scroll-heavy world: reading. After becoming the official sponsor of Sunnie Reads, the Gen Z book club created by Reese Witherspoon’s Hello Sunshine Media, Coach is now weaving that literary energy directly into fashion.

Fronting the campaign? A powerhouse lineup that spans film, music, and sport: Elle Fanning, Storm Reid, Soyeon, Lilas, Paige Bueckers, and Shan Yichun. Each appears in dreamy stills and short films directed by Marcus Ibanez, reading as the world shifts around them — a subtle nod to how books offer grounding in chaotic times.

At the center of it all is the iconic Tabby bag. But this season, it comes with a twist: readable book charms inspired by 12 curated titles, including Sense and Sensibility, I Know Why the Caged Bird Sings, and I’ll Give You the Sun. These aren’t decorative props. They open. They’re tangible. They’re personal.

Styling leans polished yet youthful — structured leather Tabby silhouettes paired with soft tailoring, varsity-inspired pieces, and effortless layers. The book charms add dimension and conversation. It’s clever branding, yes, but it also feels sincere.

Honestly? In an era of digital overload, aligning fashion with slow storytelling feels smart. Gen Z isn’t just chasing trends — they’re building identity. And Coach seems to understand that self-expression doesn’t stop at what you wear; it includes what you read.

Beyond the visuals, Coach is activating the campaign globally with college campus tours, in-store “Book Nooks,” and partnerships with Penguin Random House and cultural platforms like Bilibili. This isn’t a one-post moment — it’s a full ecosystem.

Fashion meets literature. And somehow, it makes perfect sense.