"Coach revealed the new "book charms" in a series of social posts on February 25. Created in collaboration with the publisher Penguin Random House, the charms include adorably teeny, fully readable versions of classics like Sense and Sensibility by Jane Austen and I Know Why the Caged Bird Sings by Maya Angelou, alongside more recent titles like Untamed by Glennon Doyle and A Forest of Wool and Steel by Natsu Miyashita."
"Physical books are making a comeback, both in the cultural zeitgeist and in the fashion world. Gen Zers are flocking to reading as a hobby, largely driven by online communities like BookTok and BookTube. Meanwhile, interest in the craft behind physical media is on the rise as more and more daily tasks shift online in the AI era."
"These converging winds are turning the humble book into a kind of intellectual status symbol-one that can be worn as a bag, toted around as part of a "performative male" ensemble, or, in Coach's world, converted into a charming keychain."
Coach has launched miniature hardcover book keychains priced at $95, featuring classic and contemporary titles in collaboration with Penguin Random House. This accessory reflects a significant cultural shift where physical books have become fashionable status symbols. Gen Z's engagement with reading through platforms like BookTok and BookTube, combined with celebrity book clubs and increased interest in physical media during the AI era, has transformed books into aspirational lifestyle items. Major fashion brands including Saint Laurent, Prada, Miu Miu, and Valentino have capitalized on this trend by incorporating books into their collections and retail experiences, demonstrating how reading has evolved from a solitary activity into a performative cultural phenomenon.
Read at Fast Company
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