Books are currently making a splash in the world of fashion, from the catwalk to the red carpet.
During New York Fashion Week in February, Coach unveiled a line of 12 bag charms designed as real books, in partnership with Penguin Random House.
Dior’s summer collection for 2026 showcased a reimagined version of the iconic Book Tote featuring embroidered first edition book covers on the bags and other accessories.
Miu Miu went a step further by hosting a literary club, where authors, musicians, and celebrities gathered for lectures and discussions.
Bridget Raymundo, a producer at CBC Books and BookToker, emphasized the impact of online fandoms on culture during an episode of The Next Chapter with Antonio Michael Downing.
She highlighted the growing influence of BookTok and book-related trends online, like the “D.O.B.” trend where individuals share their drink, outfit, and book of the day.
Recognizing that the young audience gravitates towards online platforms, brands and trendsetters are actively taking note, shaping current fashion trends accordingly.
“I’ve always observed the intersection of books and fashion in my cultural surroundings,” Raymundo remarked.
The Enduring Relationship Between Books and Fashion
Nigel Lezama, an associate professor at Toronto Metropolitan University specializing in fashion, luxury, and literature, noted the historical connection between books and fashion dating back to the industrial revolution.
During the industrialization period, both art forms sought a consumer base and often intertwined their narratives based on perceived value at the time.
“Literature frequently used fashion to craft characters and understand its role within the realm of art,” Lezama explained.
However, he observed a shift where fashion is now drawing inspiration from literature, exemplified by campaigns such as those by Coach and Dior.
Lezama described this trend as a nostalgic approach, challenging the fast-paced modern era by incorporating literature into fashion, symbolizing a departure from industrialized production towards more artisanal and human-made creations.
He also highlighted the luxurious aspect of reading, where spending time engrossed in a book is considered a luxurious activity, offering a break from the fast-paced world.
A Collaboration Between a Publisher and Fashion Brand
Adam Royce, the Executive Creative Director at Penguin Random House, discussed the collaboration with Coach, emphasizing their joint effort to promote books and enhance brand visibility.
Royce mentioned that Coach initiated the collaboration, resulting in a successful campaign with the bag charms selling out and engaging the targeted Gen Z demographic and beyond.
He attributed the campaign’s success to its “authenticity,” with the charms being actual readable books and featuring celebrity ambassadors like Elle Fanning, Storm Reid, and Paige Bueckers, who personally selected resonant book titles.