In Spring 2026, Coach introduces its “Explore Your Story” campaign, led by Elle Fanning, celebrating storytelling as a powerful tool for identity and connection in today’s fast-paced digital age. Rooted in insights from Gen Z communities across the United States and China, the campaign highlights literature and long-form narratives as a meaningful antidote to fleeting online content.
Coach’s latest campaign features a global cast of influential figures beyond Fanning, including Storm Reid, Paige Bueckers, SOYEON, Lilas Ikuta, and Shan Yichun, all of whom embody the strength of owning one’s personal story. Together, they promote courage and authenticity, traits central to Coach’s long-standing mantra, “The Courage to Be Real.”
A Diverse Collective of Influencers Embracing Narrative Power
The “Explore Your Story” campaign unites trailblazers from film, music, and sports who have carved out careers by shaping their own narratives. Directed by Marcus Ibanez, two campaign films feature each star immersed in books as their worlds subtly shift around them, symbolizing the transformative influence of stories.
Coach introduces an innovative touch through its iconic Tabby bag, now adorned with new readable book charms representing titles carefully chosen with input from Gen Z readers globally. These include classics like Sense and Sensibility and I Know Why the Caged Bird Sings, reflecting themes such as self-expression, resilience, and creative awakening, which resonate deeply within the campaign’s message.
Elle Fanning Reflects on Personal Empowerment and Renewal
For Elle Fanning, the connection with Coach is deeply personal and longstanding. Reflecting on her experience, she said,
“When I got my first-ever Coach wristlet, I remember feeling like I had the confidence to accomplish anything. It was—and still is—such an empowering feeling when you’re wearing an item that gives you a boost,”
she shared with PEOPLE.
Fanning describes the Spring 2026 season as one of renewal and fresh beginnings.
“Spring is always a reset for me and really feels like the start of something new. I’m always excited to transition to lighter jackets and softer colors — like the Coach white leather moto vest. I feel like it lets the personality in my clothes really shine through,”
she added, capturing the heart of the campaign’s celebration of individual identity through style and storytelling.
Storm Reid Embraces Storytelling as a Means of Survival and Voice
Storm Reid, equally inspired, highlights the campaign’s focus on storytelling as deeply personal.
“What excited me the most about this campaign was the storytelling,”
she explained.
“I Know Why the Caged Bird Sings is a book that really resonates with me, and reading is something I turn to often, so being able to bring that into the campaign made it feel very personal.”
For Reid, fashion and storytelling intersect as avenues of authenticity and self-expression.
“I find fashion inspiration everywhere, honestly—on social media, on the streets, in real-life moments. For me, fashion is really about authenticity and wearing what makes you feel good. Nothing else should matter. It’s about expressing who you are in that moment. I’m also inspired by style icons like Rihanna and Zendaya, who are fearless in how they show up, and by my stylist, Jason Bolden, who constantly pushes me to take risks while staying true to myself,”
Reid emphasized.
Paige Bueckers Looks Beyond the Court to Expand Personal Expression
WNBA Rookie of the Year Paige Bueckers sees the campaign as an opportunity to extend her voice into fashion, describing it as an exciting expansion beyond basketball.
“The opportunity to express myself in a different way other than just on the court was very cool. To be in a campaign with two other boss women like Elle Fanning and Storm Reid was also really exciting. It is crazy what these opportunities through basketball have done for me, and to get to go to London and shoot this was once in a lifetime,”
she said.
Bueckers’s first memory with Coach is tied to a major milestone moment.
“My first memory was stepping out at the 2025 WNBA Draft in the custom look Coach created for me. It was an extremely memorable piece because it was a custom suit that my stylist, the Coach team, and I collaborated on that turned out so beautifully, and it helped me celebrate such a special moment in my life,”
she recalled, highlighting the importance of collaboration between athlete, stylist, and brand that echoes the community-driven focus of “Explore Your Story.”
Describing her personal style off the court as Simple, classy and confident, Bueckers finds the Tabby Shoulder Bag fits perfectly within her aesthetic.
“It’s super easy to throw on and run around with during the day. I need something big enough for my essentials but also not too big so it’s perfect,”
she shared. She also sees fashion as a space for bold experimentation.
“Fashion has given me a space to step out of the box with certain looks that may be unconventional or a bit crazy but have gotten a really positive reaction in the fashion world,”
Bueckers noted.
Engaging Global Gen Z Communities to Shape the Campaign
Coach collaborated with Gen Z-driven communities, such as Sunnie—a social-first book club supported by Reese Witherspoon—and China Youth Daily, partnering with publishers across China, Japan, and Korea to involve authors directly. These efforts extended to discussions on Bilibili, a prominent Chinese platform favored by Gen Z, fostering spaces for interpretation and debate around storytelling.
Stuart Vevers, Creative Director at Coach, explained the campaign’s deliberate connection between style and self-expression.
“At Coach, we’ve always believed in the power of self-expression. With ‘Explore Your Story,’ we wanted to celebrate the idea that style is another way of telling the world who you are,”
Vevers stated.
“The Tabby is iconic, but adding these readable book charms transforms it into something deeply personal—it becomes a reflection of your inner world.”
Bridging Physical and Digital Worlds to Reflect Ever-Changing Identity
The campaign responds to Gen Z’s desire to preserve their inner worlds without rejecting digital life, combining books and technology to enrich personal identity. It reflects a nuanced understanding that identity evolves through stories inherited and those intentionally embraced, traversing both tangible pages and digital platforms.
By aligning with this vision, Coach’s Spring 2026 campaign reaffirms the brand’s commitment to courageous self-expression, celebrating a diverse community of individuals who define themselves through narrative, creativity, and style.
