Where better to gather the cultural intelligence of today than from Gen Z themselves? Coach’s Fall 2026 campaign, “Live Your Story,” does exactly that: a campaign born from a generation’s shared desire to break free from the endless cycle of doomscrolling and spend more time connecting with the world beyond their screens.

At the center of it all is music. If Gen Z is going to reconnect with the world beyond their phones, they’ll do it with the belief that music, particularly live music, might be the medium through which they do so. Within music lies an endless opportunity for expression, both individual and communal; a space where time away from the screen is not constricting but liberating, allowing personal identity to meet collective experience.

In partnership with Spotify, the new campaign unfolds across four films, each fronted by a trailblazing musician whose sound has resonated far beyond their home country. Singer-songwriters from across the globe contribute original tracks: Britain’s PinkPantheress, Korea’s SOYEON, Japan’s Lilas, and breakthrough Chinese singer Shan Yichun. Threading all four films together is none other than Oscar-nominated actor Elle Fanning.

The films also feature 12 Gen Z music lovers, each bringing their own cultures, experiences, and perspectives to the story. What unites them is both personal and universal: music has shaped their lives and transformed their sense of self.

Directed by Emmy-nominated director Vincent Haycock, the film sees Elle Fanning take the wheel as the driver of a bus bound for a music festival. Serving as something of a glamorous compass is Coach’s iconic Tabby bag, this one embellished with stars—a fitting detail that foreshadows the four musical stars who will eventually climb aboard. 

Set to PinkPantheress’s viral hit “Girl Like Me,” the bus soon becomes more than a means of transportation. It transforms into a moving sanctuary for connection, where music and personal style become their own forms of conversation. “I like your bag,” Lilas grins, pointing to Fanning’s white Tabby. And perhaps that is the campaign’s simplest thesis: connection can begin anywhere, even with the simple appreciation of a Tabby.

Expression, then, belongs in the seemingly effortless act of shared adoration—for music, for one another, and, of course, for the personalization of style. Alongside Fanning’s white Tabby, four others appear, each inspired by PinkPantheress, SOYEON, Lilas, and Shan Yichun. The bags reflect each star’s personal style, further complemented by a new collection of concert bag charms that invite wearers to transform their own lived experiences into something tangible through decoration.

When the bus finally arrives at the festival, its passengers spill out, leaving Fanning alone behind the wheel. “Hey, aren’t you coming?” PinkPantheress calls, prompting Fanning to step off the bus. “Live your story.”

It is a fitting conclusion to a campaign centered on the courage to be present, to let music and style speak for you, and to step outside the two-dimensional confines of a screen. Perhaps being brave enough to live your story starts somewhere much simpler: looking up, making a connection, and saying, “I like your bag.”