Inspired by a renewed cultural embrace of long-form storytelling, the Coach “Explore Your Story” Spring 2026 ad campaign 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.

Six boundary-breaking members of the Coach community star in the two films that anchor the campaign. Returning global ambassadors include Academy Award-nominated actress and producer Elle Fanning, Emmy-winning actress and producer Storm Reid, Korean artist, singer-songwriter and producer SOYEON, and Japanese singer-songwriter Lilas. They are joined by Kia WNBA Rookie of the Year Paige Bueckers, now in an expanded role with the brand, and Shan Yichun, a breakthrough Chinese singer who joins Coach for the first time. Together, they span film, music and sport, and each embody Coach’s grounding purpose: The Courage to Be Real.

Coach’s iconic Tabby bag is a key part of “Explore Your Story,” appearing across campaign content and IRL experiences with a new twist: the brand has introduced a collection of readable book charms that let consumers wear their Tabby with a story worth sharing. The collection includes twelve miniature, readable book charms featuring titles from around the world—among them Jane Austen’s Sense and Sensibility, Maya Angelou’s I Know Why the Caged Bird Sings,

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.