Coach Wants Gen Z to Put the Phone Down in Its New Tabby Campaign
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.
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. Image courtesy of Coach.
