Coach’s Spring 2026 campaign brings together the iconic Tabby bag and a new collection of readable book charms. Titled “Explore Your Story,” it was inspired by a renewed embrace of long-form storytelling. While Gen Z is often associated with short-form, fast-paced content, the campaign arrives at a moment when many are returning to books.

The campaign champions storytelling as a way to express who you are, to have the courage to be real, and to connect through a shared experience: reading.

“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. ‘Explore Your Story’ grew from that insight, and from our desire to show up alongside this generation as they find the confidence to write their own narratives,” said Joon Silverstein, Chief Marketing Officer.

Starring Elle Fanning, Storm Reid, SOYEON, Paige Bueckers, Lilas, and Shan Yichan, and directed by Marcus Ibanez, the campaign’s two films bring storytelling to life, highlighting the way it fosters community. At its core is the idea of bringing people together—and the power of shared narrative.

Not only does this campaign bring people together digiatlly, but there are a series of global experiences that are designed to bring Gen Z together in real life, too. The “Coach Tabby Tour: Explore Your Story Edition” is a traveling community hub where students will be able to connect with one another and share stories.

Coach Foundation’s annual Dream Day 2026 will also further the campaign by bringing people together for a day of community-building, mentorship, and workshops.