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# Coach Wants Gen Z to Put the Phone Down in Its New Tabby Campaign
- URL: https://www.blankidentity.com.au/coach-wants-gen-z-to-put-the-phone-down-in-its-new-tabby-campaign/
- Published: 2026-09-25T05:23:08.000Z
- Updated: 2026-09-25T05:23:08.000Z
- Description: Elle Fanning drives a bus full of pop stars to a music festival in Coach's Live Your Story films, which come with five special-edition Tabby bags.
- Author: Mason
- Tags: Fashion, News

A luxury brand telling young people to spend less time on their screens is a slightly ironic message for a campaign built to go viral. But Coach's Fall 2026 campaign, Live Your Story, is rooted in something real: the brand says it grew out of conversations with Gen Z customers who want more real-world connection and less scrolling.

## A bus to a festival

Coach has leaned on its ties to the music industry for years, and here it uses music as the vehicle, literally. Across four short films, Elle Fanning plays a bus driver ferrying Coach ambassadors to a music festival. Each film centres on a different star:

- **PinkPantheress**, the British singer-producer who broke through on TikTok
- **SOYEON**, leader of K-pop group i-dle
- **Lilas**
- **Shan Yichun**

The theme is about being present: turning up, singing along and making memories you did not film.

## The bags

This is Coach, so the Tabby is never far away. The shoulder bag, a re-imagining of a 1970s Coach archive design, has become the brand's modern hero and a genuine Gen Z favourite. For the campaign, Coach has released five special-edition Tabby bags, each inspired by one of the stars, alongside charms designed to look like concert tickets, the kind of keepsake you might actually hold onto.

## Why it works

Coach's revival has been one of fashion's great comeback stories, powered by accessible price points, playful charms and a sharp read on younger shoppers. Live Your Story keeps that formula going, and the concert-ticket charms feel like exactly the sort of detail that will sell out.

*Source:* [*Grazia*](https://graziamagazine.com/articles/fashion-news-september-2026/?ref=blankidentity.com.au)*. Image courtesy of Coach.*