Coach Hands Gen Z The Pen With Ampersand Coach Turning Luxury Storytelling Into a Platform 

A new model for luxury storytelling With &Coach, COACH is intentionally moving away from the traditional luxury playbook that sells aspiration through a fixed identity.

The brand states that, instead of asking consumers to step into a prescribed version of “who they should become,” &Coach creates room for collaborators and audiences to define aspiration and self expression on their own terms.

Joon Silverstein, Chief Marketing Officer at COACH, said the platform explores “a new model for how brands build relevance and participate in culture,” emphasising that this generation “doesn’t want to inherit a prescribed version of aspiration” and “wants to be part of the process.” To achieve that, &Coach was developed from day one with Gen Z creatives, cultural voices and hundreds of consumers involved in the brief, shaping the stories, voices and evolution of the platform.

Launch roster: Gen Z voices across music, sport, film and activism The first wave of &Coach features a cross category line up of globally recognised and emerging names whose lives and careers resonate strongly with Gen Z. These include: Charli xcx Malala Yousafzai Paige Bueckers Toni Breidinger PinkPantheress Avantika…