Coach is going on tour with Spotify. To promote their Tabby bags, the brand has released four videos starring their Gen Z ambassadors Elle Fanning, PinkPantheress, SOYEON, and Lilas and Shan Yichun, with Fanning driving a bus to pick up the other celebs on the way to a concert. The special-edition bags are inspired by each of these young celebs and can be personalized with a concert ticket charm. While once upon a time a luxury fashion campaign would have ended with those videos, to appeal to Gen Z the brand is working across platforms and in person, integrating music throughout. Their “Courage Frequency” platform uses listening history to sort visitors into one of six “Courage signs” (like “Unhinged Optimist” and “Chronic Feeler”) and provides a customized playlist catering to those music tastes. The bus in the films is being used in an IRL Tabby Tour activation with live music and artist meets stopping in the U.S., U.K., Japan, and South Korea through 2027. (ContentGrip)
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