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  "path": "/coach-gen-z-platform",
  "publishedAt": "2026-06-17T13:48:50.000Z",
  "site": "https://www.papermag.com",
  "tags": [
    "Fashion",
    "&coach",
    "Charli xcx",
    "Coach",
    "@and.coach",
    "@andcoach"
  ],
  "textContent": "\n\n\n\nCharli XCX, Malala Yousafzai, Paige Bueckers, Toni Breidinger, PinkPantheress, Avantika and KiiiKiii walk into a bar somewhere in Nolita….\n\nJust kidding. But that is just a partial list of the absolute cavalcade of powerhouses starring in &Coach, the “platform” launched Wednesday by the New York-based fashion house Coach.\n\nAccording to the brand, Coach is building a different model for a generation that wants to shape identity for themselves. What sets &Coach apart is it captures ‘intimate moments’ with these young artists vs the luxury fashion standard of retouched perfection. Luckily for fashion addicts, each intimate moment also involves a lovely Coach handbag. Joon Silverstein, CMO of Coach says, \"For this generation, self-expression is personal and constantly evolving. A Coach bag doesn't define identity, it supports people through the moments that shape it.\"\n\n###\n\n\n\n\n###\n\n\n\n\n###\n\n\n\n\n###\n\n\n\n\n###\n\n\n\n\nIn the campaign we catch actress Avantika Vandanapu “Owning My Style” at the premiere of her new Hulu TV show Not Suitable for Work pairing a tabby bag in classic Coach logo with her multi-colored sequined dress. Charli XCX is “On to the Next Chapter” in a fur coat and tabby bag. Tennis star Inga Swiatek “Earned It” at the French Open with her Chelsea bag. Malala Yousafzai has a Tabby chain clutch while walking with her friends from the Pakistan women’s national football team, “Just Being Girls.”\n\n###\n\n\n\n\nIt’s a wide range of young stars across the world of music, sport, activism and culture. According to Silverstein, “Rather than centering a fixed campaign narrative, &Coach is designed to evolve over time through new voices, perspectives and culturally relevant moments that reflect the participatory, ever-evolving ways Gen Z navigates identity.” Simply put, Coach is changing with the times, just like the rest of us. This new generation is pushing the zeitgeist forward into completely new territories — why don't we join them?\n\nYou can find &Coach on Instagram and TikTok at @and.coach and @andcoach\n\n###\n\n\n\n\n###\n\n\n\n\n###\n\n\n\n\n###\n\n\n\n\n###\n\n\n\n\n _Imagery courtesy of Coach._",
  "title": "&Coach Would Like to Have a Word With Gen Z"
}