Coach x Elyanna Is Not Just Fashion, It’s About Owning Every Version of Yourself

For Spring 2026, Coach teams up with Elyanna for Express Your Many Sides, a Middle East–exclusive moment that speaks directly to a generation raised between cultures, identities, and expectations. At its core, the campaign isn’t really about bags but about multiplicity.

Elyanna has always existed in the in-between, blending Arabic melodies with global beats, softness with strength, vulnerability with presence. Here, she becomes the embodiment of what Coach is trying to say: you don’t have to choose just one version of yourself. You’re allowed to be layered and contradictory.

The visuals follow Elyanna through moments of movement and stillness, sound and silence, showing identity as something lived rather than performed. Her energy carries the story: intuitive, grounded, unapologetic. It's not really your usual campaign and we're here for it.

Coach’s Tabby bag appears quietly throughout, styled across moods and settings, treated like the perfect companion. We also love the hero Tabby 26 in maple (a Middle-East exclusive!), super warm, and versatile; for Elyanna and for us at JDEED, style doesn’t need to be extravagant to be expressive.

What makes this collaboration land is its regional specificity. Express Your Many Sides unfolds exclusively in the Middle East, marking Coach’s continued investment in the region, alongside the reopening of its renovated flagship at Dubai Mall. It’s a reminder that global brands are finally learning to tell stories with the region, not just in it (a welcomed energey to be honest!)

There’s also purpose behind the partnership. Elyanna continues her commitment to giving back, with donations to the World Food Programme tied to the campaign, proof that visibility can be paired with responsibility.

For us at JDEED, this feels aligned with how many of us move through the world today. We’re not one thing. We carry heritage and ambition. We balance softness with resilience. We show up differently depending on the room  and that doesn’t make us fragmented. It makes us whole.

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