Coach’s New Bag Charms Are for the Literary Girls

Equal parts accessorising and self-expression, the readable book charms turn handbags into curated reflections of personal taste.

Coach

For Coach's SS26 campaign, entitled “Explore Your Story,” the brand showcases the popular Tabby bag alongside a new range of literary-themed charms. The campaign leverages the revitalised cultural appreciation for reading and long-form narratives, addressing Gen Z's increasing inclination to retreat from the rapid digital landscape and seek exploration through literature. The coach advocates for storytelling as a means of expression, fostering connections via literature.

Coach

“In a fragmented world characterised by digital saturation and relentless pace, numerous individuals have characterised books and long-form narratives as a sanctuary, a means to decelerate, contemplate, and experience a sense of belonging,” stated Joon Silverstein, Chief Marketing Officer of Coach.

Coach

Directed by Marcus Ibanez, the campaign film illustrates the potency of narrative through personal visuals. The ensemble comprises six international luminaries from the Coach community, representing movies, music, and sports. The roster include Elle Fanning, Storm Reid, SOYEON, Lilas, Paige Bueckers, and Shan Yichun. Each showcased book is accompanied by a corresponding, legible book charm suspended from the Tabby bag. The static visuals were taken by acclaimed photographer Elaine Constantine. Visit the brand's website to purchase the new charms.