Coach has named Chinese singer-songwriter Shan Yichun as its new global brand ambassador. The 23-year-old, who gained prominence after winning Season 5 of Sing! China, brings 11.1 million Weibo followers to the partnership. Shan appears in campaign imagery wearing Coach’s spring 2026 collection, with content set in a library that highlights the brand’s upcoming book bag charm accessories. Since her television breakthrough, Shan released debut album Courage and held her inaugural solo concert dubbed “Please Me” in 2023.

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