Coach Fall Campaign Features 5 Ambassadors Including SOYEON and Elle Fanning

New York expressive luxury brand Coach has unveiled its 2026 Fall campaign, "Live Your Story," which highlights self-expression and real-world connections through style and music. In this Fall campaign, the brand presents five types of "Special Edition Tabby Bag" inspired by five global ambassadors, along with the "Ticket Charm Collection."

The Coach 2026 Fall campaign began with in-depth interviews conducted with Gen Z consumers worldwide. They expressed a desire to reveal their true "selves" through music and style and to connect deeply with people in the real world. Based on this, Coach embedded the message of "Courage to Be Real"—the courage to reveal oneself as is and to fully share the present moment with others—into the campaign.

The campaign features Coach global ambassador SOYEON, along with actress Elle Fanning, Japanese singer-songwriter Lilas, Chinese singer Shan Yichun, and newly joined British singer-songwriter PinkPantheress. In the released video, the protagonists capture the process of expanding from the individual to the community through music, showing how music and style form bonds between people. In particular, four artists, including SOYEON, added authenticity to their own stories by using their own music as soundtracks as musicians. Additionally, through this campaign, Coach included 12 Gen Z music fans selected from around the world in the video and visual content, capturing sincere stories about the influence of music on life and identity.

The core items of the campaign highlight Coach's iconic Tabby Bag, presenting five types of "Special Edition Tabby Bag" inspired by the five ambassadors and the "Ticket Charm Collection," which evokes live performances, allowing consumers to freely customize their own style by attaching "Ticket Charms" to the Tabby Bag and sharing them with others.

Joon Silverstein, Chief Marketing Officer of Coach, stated, "In our conversations with Gen Z, we discovered that while they want to step away from digital devices to connect more deeply offline, they also need the courage to fully reveal themselves. As music is a common language that connects us, this 'Live Your Story' campaign shows how self-expression can expand into a shared experience when people take a step together."

To deliver the campaign message, Coach has partnered with the global audio and music streaming platform Spotify. A dedicated "Live Your Story" hub will be opened within the Spotify platform to provide customized playlists and listening persona content. Along with this, Coach will collaborate with China's largest music platform QQ Music and video platform Bilibili to present differentiated customized content.

Furthermore, the campaign's stories will expand into the real world through the offline event "Tabby Tour." The tour is scheduled to visit the United States, the United Kingdom, Japan, South Korea, China, and more, offering diverse offline experiences such as live performances by rising artists, customization experiences, and community participation programs.

Brian Berner, Vice President of Advertising Partnerships at Spotify, said, "Through this collaboration with Coach, we plan to provide a special experience that connects music, fashion, and culture. From the dedicated Coach hub to the 'Tabby Tour,' we will deliver meaningful influence to both fans and Coach."

The Coach 2026 Fall campaign video and pictorial can be viewed through Coach's official SNS, and the five types of "Special Edition Tabby Bag" can be found at official Coach online stores and major stores.

About Coach Korea Limited

Coach is a global fashion company founded in New York, USA, in 1941. Inspired by the vision of Creative Director Stuart Vevers and the inclusive and courageous spirit of New York, the company values exquisite craftsmanship so that beautiful things can last a long time. Coach is a brand of Tapestry, Inc., which is a listed company on the New York Stock Exchange.

◆ At a Glance

· Issuing Organization: Coach Korea Limited

· Category: Clothing and Accessories, Celebrities, Coach Korea Limited

· Distribution: September 18, 2026, 8:00 AM

Source: Coach Korea Limited Press Release (NewsWire)

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