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, “Explore Your Story” 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, and yet they are increasingly turning back toward 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.
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 a suite of still imagery captured by award-winning photographer Elaine Constantine.
[Photo Credit: Elaine Constantine for Coach]
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