Tinashe, Rachel Chinouriri, Nxdia, and Fousheé to tour college campuses for Tabby Tour

Tinashe is set to share the stories and experiences behind her music this fall on the Tabby Tour, a multi-artist experience that forms part of Coach’s Live Your Story global campaign.

The luxury fashion brand is teaming up with Spotify on the experiential and digital campaign celebrating self-expression through music, fashion, and culture. The tour will visit college campuses in the U.S., U.K., Japan, and South Korea, featuring a roster of acts that also includes Rachel Chinouriri, Nxdia, Fousheé, Alessi Rose, and Estevie.

“We’re thrilled to bring Live Your Story and our partnership with Spotify directly to Gen Z with the Coach Tabby Tour,” Coach CMO Joon Silverstein tells Billboard. “Together, we’re building community through the power of music and style, inspiring self-expression and connection.”

The tour is slated to kick off tonight (Sept. 16) in New York with a chat and performance by Tinashe, before visiting Boston (Sept. 22), Washington, D.C. (Sept. 24), Columbus, Ohio (Oct. 6), Iowa City, Iowa (Oct. 15), Atlanta (Nov. 6), Charlotte, N.C. (Nov. 1), and Nashville (Nov. 13). It will then travel to Manchester (Oct. 2) and London (Oct. 10) in the U.K., head to Tokyo (Oct. 21) and Osaka (Oct. 23) in Japan, and conclude in Seoul, South Korea on Oct. 30.

“Music and fashion are both powerful forms of self-expression, which made Coach a natural partner for us,” says Drew Sanders, global head of Spotify’s music advisory agency AUX. “With AUX, we’re always looking for ways to bring brands into music culture in a way that feels authentic and adds something meaningful for fans. This partnership brings that idea to life by combining Coach’s point of view on style and self-expression with Spotify’s deep connection to music, artists and culture.”

According to a release, Live Your Story was inspired by in-depth conversations with Gen Z consumers, with the tour designed to invite attendees to express themselves and build community. Each stop will feature artists performing live and sharing their stories, alongside preshow experiences such as a walk through the Coach x Spotify tour bus, the Tabby Tour Ticket Booth displaying special-edition Tabby bags and customizable Coach hangtags, and the Self-Expression Photo Booth.

Live Your Story listening stations will also appear in select Coach stores alongside signs featuring QR codes linking directly to the Spotify digital experience. Click here for information on the next Tabby Tour stops.