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Coach Leans Into Gen Z’s Latest Craze for Spring Campaign

Coach's spring campaign includes 12 readable book charms and campus events to engage Gen Z with storytelling as a form of self-expression and cultural connection.

Summary by WWD
The company created films and readable book charms to support the activity popular among young people.

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Image: Courtesy of Coach Coach presented “Explore Your Story”, its Spring 2026 campaign, created from a global listening to Generation Z and co-created with communities around the world. With cultural alliances going from the United States to China, “Explore Your Story” highlights Coach’s iconic Tabby bag and introduces a new collection of book charms with fully legible books.

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WWD broke the news in United States on Wednesday, February 25, 2026.
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