Coach Enters Its Literary Girl Era
We already declared this year the era of the literary-It girl, and Coach just agreed. For its SS26 campaign, titled “Explore Your Story,” the brand features the fan favorite Tabby bag with an all-new collection of readable book charms.
Inspired by the renewed cultural embrace of reading and long-form storytelling, the campaign taps into Gen Z’s growing desire to escape the fast-paced digital world and turn towards books as a way to explore. Coach champions storytelling as a form of expression, creating the space for connection through books.
“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,” shared Joon Silverstein, Coach’s chief marketing officer.
Directed by Marcus Ibanez, the campaign film shows the power of storytelling through intimate shots. The cast features six global stars from the Coach community spanning film, music and sport. The lineup includes Elle Fanning, Storm Reid, SOYEON, Lilas, Paige Bueckers and Shan Yichun. Each book featured is mirrored by a matching, readable book charm hanging from the Tabby bag. The still imagery was captured by award-winning photographer Elaine Constantine. Check out the shots above and head to the brand’s website to shop the new charms.
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