Reading is seeing a resurgence among youngsters, especially Gen Zs, and brands are jumping on the trend.
Coach recently debuted $95 book-themed bag charms, turning literary culture into a fashion accessory.
Trend experts say reading appeals to Gen Z consumers who view physical books as a mindful escape from digital burnout.
Coach isn’t alone in turning the literary world into a high-fashion statement.
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Dior recently launched a collection featuring $3,550 tote bags embroidered with first-edition artwork from classics like Dracula.
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Miu Miu started its own literary club in Milan, hosting reading and poetry events.
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Saint Laurent opened a bookstore in Paris.
Performative reading incoming
Driven by the huge influence of BookTok, Bookstagram, and celebrity-led book clubs, carrying a physical book has shifted from a quiet hobby to a performative fashion choice. I
The trend has even spurred memes on the types of books people carry to show off.