Coach Announces New Content Series '&COACH' Created with Gen Z

Coach, a global fashion brand based in New York, today announced the content series '&Coach,' created with the Gen Z community, creators, and cultural leaders. This series is more than just a campaign; it's a platform for new luxury storytelling that emerges from within through participation and co-creation.

Luxury has traditionally created aspiration by presenting an ideal image. However, Coach is aligning with a generation that wants to express their own identity and is offering a new approach.

June Silvershtein, Coach's Chief Marketing Officer (CMO), said, 'With '&Coach,' we are exploring new ways for the brand to remain a meaningful presence in society and culture. This generation does not accept existing ideals but wants to shape their own identity and actively participate in the process. '&Coach' was born by involving Gen Z creators, cultural voices, and hundreds of consumers from the early stages. This is a fundamentally different approach that changes everything from the stories told to the central voices and how the platform evolves.'

'&Coach' launches with a diverse group of participants including Rira Kikuchi, KiiiKiii, Charli xcx, PinkPantheress, Malala Yousafzai, Paige Bueckers, Toni Breidinger, Avantika, and Iga Swiatek. Each brings their unique perspective, voice, and authenticity to social-first storytelling.

At the heart of '&Coach' are personal yet universally relatable, intimate, and emotionally resonant moments. Moments like facing a first big opportunity, the anxiety before taking a new step, and the quiet confidence found in change and self-expression are depicted. In every story, Coach bags appear not as a status symbol but as a partner that brings out confidence. '&Coach' is not confined to a fixed campaign framework; it is a mechanism that continues to evolve by layering new voices, perspectives, and important cultural moments. It reflects how Gen Z shapes their identity through interactions with others.

THE TALENT

For the launch, participants include figures from diverse fields such as music, film, sports, fashion, and activism, including:

PinkPantheress, British singer, songwriter, and producer

Charli xcx, English singer, songwriter, and actress

Malala Yousafzai, Pakistani activist and Nobel Peace Prize laureate

Yasmin Finney, Actress, model, and LGBTQIA+ activist.

Toni Breidinger, NASCAR driver

Paige Bueckers, 2025 WNBA Rookie of the Year

Angel Reese, two-time WNBA All-Star

Azzi Fudd, number one pick in 2026 WNBA Draft

Iga Świątek, top-ranking Polish professional tennis player

Avantika, American actress

Rira Kikuchi, Japanese singer-songwriter

KiiiKiii, South Korean girl group featuring Leesol, Sui, Jiyu, Haum, and Kya

'&Coach' captures each participant's authentic, everyday moments. There is an immediacy and a sense of connection to culture that feels personal. For example, Charli xcx quietly reflecting before stepping into a new era of music, Toni Breidinger facing pressure in a male-dominated sport, and KiiiKiii preparing backstage before their first performance—each moment is depicted. In every scene, Coach bags appear not as a status symbol but as a natural presence that supports confidence in moments of change and self-expression.

June Silvershtein, Coach's Chief Marketing Officer (CMO), said, 'At Coach, we believe luxury should draw out confidence, not conformity. For this generation, self-expression is deeply personal and constantly evolving. Coach bags do not define identity but support and empower the moments that shape it.'

About Coach:

Coach is a global fashion brand founded in New York in 1941. Inspired by the vision of Creative Director Stuart Vevers and the inclusive spirit of New York, Coach creates beautiful, enduring pieces that allow everyone to be themselves.

Coach is one of the brands owned by Tapestry Inc. Tapestry is listed on the New York Stock Exchange with the ticker symbol TPR.