Gen Z’s short-form, fast-paced digital world is being slowed down by a new trend. Books. Gen Z is increasingly turning back to books as a way to explore identity, self-expression, and possibility.
Forsman & Bodenfors and Coach are giving that trend a buzz while they also introduce the brand’s Spring 2026 collection – with a completely new and unique set of bag charms. The book charms are fully readable mini-books featuring titles that resonate with Gen Z across the globe and challenge societal norms. Among them are Jane Austen’s Sense and Sensibility, Maya Angelou’s I Know Why the Caged Bird Sings, Jandy Nelson’s I’ll Give You the Sun, and Natsu Miyashita’s The. They champion courageous stories and create space for diverse voices to be heard, in a world where they are needed more than ever.
”By linking fashion and literature with cultural conversation, the collection turns important stories into visible statements,” stated Julia Holtback Yeter, creative, Forsman & Bodenfors.
The campaign, Explore Your Story, was co-created with communities worldwide, including US publisher, Penguin Random House, and independent publishers across APAC.
The campaign 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.
“One of the clearest insights we heard from Gen Z globally is how central storytelling is to how they make sense of who they are—and who they’re becoming,” stated Joon Silverstein, Coach chief marketing officer. “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.”
Six members of the Coach community with Gen Z appeal 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.
The campaign films, directed by Marcus Ibanez, show how a powerful story can shift perspectives, spark possibility, and foster community. Each book featured is mirrored by a matching, readable book charm, part of Coach’s new collection, that hangs from a protagonist’s Tabby bag. The films are complemented by still imagery captured by Elaine Constantine.
To help shape the campaign and select the book charm titles, Coach partnered with Gen Z–led communities and cultural platforms including Sunnie – a Gen Z–focused media, experiential, and lifestyle brand with a social-first book club backed by Hello Sunshine founder, actress and producer Reese Witherspoon; and China Youth Daily, China’s leading youth media organisation. The conversation also continues through partnerships with the WNBA and Bilibili.
“Storytelling doesn’t happen in silos, and neither does self-expression,” said Silverstein. “We intentionally brought together partners from different parts of culture—fashion, literature, sport, and digital culture because Gen Z doesn’t experience identity in one lane. Our role isn’t to speak for communities, but to create shared spaces where many voices can come together around a belief in the power of storytelling and the courage it takes to be real.”
In real life, Explore Your Story will extend onto college campuses across the US, Asia and beyond through the Coach Tabby Tour: Explore Your Story Edition, a travelling community hub where students can connect, share stories, and take part in campaign programming.
Credits:
Creative Agency: Forsman & Bodenfors
Creative Strategy: Mandai Loop
Director: Marcus Ibanez
Photographer: Elaine Constantine
Director of Photography: Patrick Golan
Production Company: New-Land
Music: Composed and performed by Jean-Marc Yee, represented by String and Tins Limited
