Coach is turning Gen Z’s favorite hobby into an accessory. Last week, one of Gen Z’s favorite luxury brands launched a collection of $95 full-book bag charms that are leather-bound and actually readable. The 12 mini books include classics like Jane Austen’s Sense and Sensibility and Maya Angelou’s I Know Why the Caged Bird Sings, hitting two sweet spots for this gen: cute, collectible accessories and young women’s love of reading. Over the past few years, reading has become a major cultural passion for Gen Z, from viral #BookTok communities to the resurgence of online or in-person book clubs. Carrying a book has even become a style trend (though some may be doing it performatively). And it’s not just Coach joining the book club—Dior’s Book Cover Collection, Miu Miu’s Summer Reads activations, and Saint Laurent’s Paris bookstore have all catered to the same desire, blending luxury fashion with a reader identity signal. (NBC News)
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