Coach has launched Live Your Story, a global campaign combining fashion, music discovery and real-world experiences through a new cultural partnership with Spotify.
Starring Elle Fanning alongside PinkPantheress, SOYEON, Lilas and Shan Yichun, the campaign explores how personal style and music can move beyond individual expression to create shared cultural moments.
Its four films follow Fanning as the driver of a bus travelling to a music festival. As each featured artist joins the journey and their music begins to play, the passengers shift from isolated individuals into a connected community.
The musicians also provide the campaign soundtrack, including a newly released solo single from SOYEON. Twelve Gen Z music fans appear alongside them, sharing personal stories about how live music has influenced their identity and sense of belonging.
Music is uniquely powerful in creating space for real connection. It is deeply personal—a soundtrack to identity and emotion—but it also creates a shared language that helps people find one another and feel they belong. – Coach Chief Marketing Officer Joon Silverstein
At the digital centre of the partnership is a dedicated Live Your Story hub on Spotify. Fans can discover a personalised listening persona, explore playlists shaped by their music tastes and engage with content connecting music, fashion and identity.
The campaign will also move offline through the Tabby Tour, a travelling experience visiting the United States, United Kingdom, Japan and South Korea in partnership with Spotify. Its programme includes live performances, artist conversations, product customisation and locally developed creative experiences.
China will receive a separate version developed with QQ Music, including a music festival in Chengdu on 6 November and further tour stops in Shenzhen and Nanjing. Video podcasts created with Bilibili will extend the discussion around self-expression and community.
Spotify is where fans are engaged, not just passing through. Our partnership with Coach taps into that positive attention by giving fans real ways to connect across music, fashion and culture. – Brian Berner, Spotify’s Vice President of Advertising Partnerships
Coach’s Tabby bag remains part of the campaign, appearing in five artist-inspired editions alongside concert-ticket charms. But the broader play reaches beyond product: it positions music platforms as cultural infrastructure capable of connecting online discovery with physical participation.
For Coach and Spotify, Live Your Story reflects an increasingly blended Gen Z landscape in which playlists, personal style and community are no longer separate interests—they are different parts of the same identity.