What has Coach been up to lately? They recently just launched their latest project titled, &Coach, a digital platform co-curated by the fashion house and several Gen Z stars of moment.

Described by the brand as more than traditional marketing campaign, &Coach aims to redefine luxury storytelling through participation and shared authorship. In 2026, the new generation of social media shapes our culture and helps break in conversations around identities, self-expression, and confidence. This is where &Coach comes in.

“With &Coach, we’re exploring a new model for how brands build relevance and participate in culture,” said Joon Silverstein, Chief Marketing Officer at Coach. “This generation doesn’t want to inherit a prescribed version of aspiration—they want to shape identity for themselves.”

On the A-list roster? We have stars spanning music, fashion, film, sports, and activism, including Charli xcx, Malala Yousafzai, PinkPantheress, Paige Bueckers, Toni Breidinger, Angel Reese, Iga Świątek, Avantika, and K-pop girl group KiiiKiii.

Across a series of social-first stories, participants are captured in authentic moments of transition and self-discovery—from preparing for a performance to navigating career-defining opportunities. Coach products appear organically throughout the content, positioned not as status symbols but as tools that support confidence and individuality.

The initiative was developed in collaboration with a network of Gen Z creatives and cultural voices, alongside ongoing feedback from hundreds of young consumers worldwide. Living across Instagram and TikTok under @and.coach, the platform will continue to evolve through new contributors and community participation.

Once you are done with this story, click here to catch up with our June/July 2026 issue.