Gen Z readers may be dwindling, but fashion brand Coach is combining literature with style in its Spring 2026 “Explore Your Story” campaign, launched in partnership with Penguin Random House. Actress Elle Fanning lends her support to this initiative by selecting a classic novel to highlight, embracing the idea that reading can be both fashionable and meaningful.
Coach’s Innovative Approach to Encouraging Reading
The Gallup 2025 Voices of Gen Z study reveals that 35% of K-12 students dislike reading, and 43% rarely or never read for pleasure, a statistic that highlights the challenge facing literacy today. Yet, books are becoming an unexpected fashion statement, with paperbacks appearing as accessories among celebrities like Bella Hadid and Kaia Gerber. Coach taps into this trend by introducing book charms—miniature, readable books attached to their iconic Tabby bags—blending storytelling with personal expression. This collection features twelve titles from global authors, including Maya Angelou’s I Know Why the Caged Bird Sings, Jandy Nelson’s I’ll Give You the Sun, and Natsu Miyashita’s A Forest of Wool and Steel.
Elle Fanning’s Personal Connection with Literature
Oscar-nominated actress Elle Fanning chose Jane Austen’s Sense and Sensibility as her featured book for the campaign. Over a Zoom conversation, Fanning revealed her enduring affection for Austen’s work, especially this particular novel, which explores sisterhood and the complexities of growing up—a theme that resonates with her own relationship with her sister Dakota. She appreciates how the story combines wit and emotional depth, making it a lasting favorite both in print and film form.
The Importance of Storytelling in Today’s Generation
Fanning expressed enthusiasm about promoting storytelling among young people, especially on college campuses, emphasizing its power in fostering imagination, community, and self-expression. Despite discussions about technology’s impact on attention spans, such as the so-called “ChatGPT generation,” she stated a preference for physical books and tangible scripts, valuing the grounding and connection that paper provides compared to digital alternatives.
Fashion Meets Literature: Book Charms and Public Reading Moments
Discussing the fashion aspect of the campaign, Fanning shared that she carried one of Coach’s book charms at their recent show, appreciating the tiny printed text inside the charm. She hopes this small detail might intrigue people to engage with reading. Fanning also noted that during her rehearsals with her sister, she has been reading Kristin Hannah’s The Nightingale, marked with her own annotations, highlighting her ongoing commitment to physical books. When asked about choosing between physical books and e-readers, Fanning clearly favored the tactile experience of paper.
Public Reading as a Positive Practice
Fanning welcomed the idea of reading on public transit, noting that since many people are already absorbed in their phones, reading offers a refreshing and enriching alternative. She acknowledged the phrase “performative reading” and reflected on her own motivations, emphasizing that her reading is a personal activity rather than a bid for attention. However, she recognized that if showcasing reading encourages others to pick up books, it has a beneficial impact.
On the growing trend of sharing images of attractive people reading in public, Fanning saw it as a positive reinforcement that reading can be seen as appealing and cool, potentially inspiring more people to engage with stories.
Highlights from the Coach Fashion Show and Future Trends
Having attended the Coach runway show, Fanning praised the use of upcycled fabrics and leathers, which were processed with intentional wear to create distinctive textures. Details like patchwork, mixed materials, and standout pieces such as a bright cherry-red suede coat caught her eye. She also admired playful accessories like a baseball glove-shaped purse and creative sneakers, appreciating how the collection balanced innovation with everyday wearability.
Preparing for a Major Awards Night with Timeless Style
With an important awards event approaching, Fanning described her wardrobe planning as focused on authenticity rather than fleeting trends. She aims for a timeless look that represents who she is currently, avoiding future regrets when revisiting the photos.
“I’ve always loved Jane Austen’s novels—they’re timeless. Sense and Sensibility especially resonates because it’s about sisters and their differences—something I understand well—and how they find balance in the world. It’s witty and funny, yet grounded in deep emotion and the high stakes of growing up and coming of age. It’s long been a favorite of mine, and I also love the film adaptation. It felt like a meaningful representation of the kinds of stories I love to read.” Elle Fanning, Actress
“I’m excited about it because storytelling offers escapism and a way to explore self-expression and possibility. It can foster community, bring people together, and expand imagination. I hope the campaign encourages more people to read. I know there’s talk about a ChatGPT generation, which feels strange to label, but I personally still need books to be tangible—I even prefer physical scripts on set. Reading has a grounding, connective quality that technology doesn’t fully replace.” Elle Fanning, Actress
“I wasn’t thinking of it as an accessory, but at the Coach show I carried one of the book charms—the text is printed inside in tiny type, which is incredibly cute. If that sparks curiosity and encourages someone to read, I’m all for it. Recently, I’ve been carrying The Nightingale by Kristin Hannah while preparing for rehearsals with my sister, and my copy is full of annotations.” Elle Fanning, Actress
“Physical, all the way. I love touching the pages—there’s something about it that I can’t replace.” Elle Fanning, Actress
“Definitely pro. Most people are looking at their phones anyway, so reading feels like a great alternative.” Elle Fanning, Actress
“I had to look it up. I think I’m a bit of an old soul—when I pick up a book, it’s for myself, not attention. That said, if it promotes reading, that’s a positive. Just don’t hold a book you never intend to read.” Elle Fanning, Actress
“If seeing someone read inspires others to pick up a book, that’s a great thing. Reading being seen as cool or appealing is only positive.” Elle Fanning, Actress
“I loved the emphasis on upcycled fabrics and leathers and the worn-in textures—they washed pieces repeatedly to perfect them. The patchwork and mixed textures were beautiful. A bright cherry-red suede coat really stood out. I also loved the playful accessories, like a baseball glove–shaped purse, and the innovative sneakers. The collection felt creative yet wearable—I found myself mentally noting looks I could wear straight off the runway.” Elle Fanning, Actress
“I’m in the thick of fittings and sketches right now. I want to look like myself and avoid anything too trend-driven—something timeless that still reflects who I am at this moment. I don’t want any regrets when I look back at the photos.” Elle Fanning, Actress
By intertwining fashion with literary culture, Coach’s campaign and Elle Fanning’s involvement aim to reinvigorate interest in reading among younger generations. Whether through worn-in textures on the runway or tiny book charms on handbags, the message is clear: stories are an enduring accessory, capable of connecting people and enriching identities in a world increasingly dominated by digital media. This campaign could inspire a renewed appreciation for physical books and authentic storytelling, influencing how literature is approached and valued moving forward.
