Coach has always had a knack for connecting with its audience. It’s mainly why the brand had a renaissance over the years, connecting with Gen Zers as a playful, lovable, trendy brand. With its Spring 2026 campaign titled “Express Your Many Sides”, it continues on that front, partnering with Palestinian-Chilean artist Elyanna, connecting not only with recent trends but with a Middle Eastern audience.
Recently launched on February 16, the campaign celebrates self-expression in all its fluid, multifaceted, and ever-evolving forms. And who better to front it than Elyanna, whose layered cultural identity shapes both who she is and the art she creates. The campaign presents this with vibrant colours, dynamic movement, Elyanna’s personal style, and of course, music. It also focuses on the Tabby bag, with the Tabby 26 in maple launching exclusively in the Middle East.
“Expressing different sides of myself means trusting who I am and letting my creativity lead,” says Elyanna. “Working with Coach again felt natural because it’s a brand I love and connect with in terms of lifestyle and expression. We’re aligned in our values, and it was great to be a part of it again for another year because it continues to reflect that alignment. I was also able to donate to the World Food Programme through our partnership once more, which means so much to me.” Her donation went towards supporting families in Gaza with food assistance.
Staying culturally in the zeitgeist, Coach shows us once again the power of storytelling and how shoppers look for deeper nuances beyond a product.
