Oct 23, 202613

YENA Attends COACH “LIVE YOUR STORY” Pop-Up in Seoul

K-pop singer YENA (Choi Ye-na) attended COACH’s “LIVE YOUR STORY” pop-up event in Seoul on October 19, 2026. The event celebrated the opening of the pop-up at MUSINSA SPACE SEOUL FOREST in Seongsu-dong, bringing together fashion, music, and self-expression as part of COACH’s Fall 2026 campaign.

YENA attracted attention with a playful preppy-inspired outfit that combined classic patterns with contemporary styling. Her appearance was part of a star-studded event attended by several other Korean entertainers.

1. YENA’s Preppy Look at the COACH Event

For the photo call, YENA wore a navy knit sweater decorated with small red details, paired with a brown plaid miniskirt. Black knee-high boots and a brown shoulder bag completed the look, creating a balance between a classic preppy aesthetic and a modern autumn outfit.

Her styling highlighted the combination of traditional plaid, a relaxed knit silhouette, and statement footwear. YENA also posed for photographers with her characteristically playful expressions, adding a lighthearted touch to the event.

The appearance gave fans a closer look at her fall fashion while showcasing COACH pieces in a real-world event setting.

2. Inside COACH’s “LIVE YOUR STORY” Pop-Up

The Seoul pop-up was created to celebrate COACH’s Fall 2026 “LIVE YOUR STORY” campaign, which focuses on expressing individuality through music and personal style.

Inspired by the atmosphere of concert venues and the posters that fill city streets around live performances, the space was designed to connect fashion with music and shared experiences.

Visitors can explore several interactive features, including:

Listening booths: Spaces where visitors can listen to music and create their own playlists.
Story Wall: An area for recording and sharing personal stories.
Stamp postcard activities: Interactive experiences that allow visitors to leave their own mark.
Special-edition Tabby bags and ticket charms: Fashion accessories inspired by COACH’s campaign and the memories associated with live music.
Pop-up-exclusive items: Selected products available as part of the special retail experience.

The pop-up is scheduled to run from October 19 through November 7, 2026, at MUSINSA SPACE SEOUL FOREST in Seoul.

3. Other Stars Attend the Opening Event

YENA was not the only celebrity at the opening. Other attendees included Sung Han-bin of ZEROBASEONE, Baek Ji-heon and Lee Chae-young of fromis_9, and The Boyz Q & Sunwoo.

The event brought together artists from different areas of Korean entertainment, reflecting the campaign’s emphasis on personal expression and the connection between music and fashion.

Their appearances also brought additional attention to COACH’s Seoul pop-up, which offers visitors an opportunity to experience the campaign beyond its online visuals.

4. COACH’s Fall 2026 “LIVE YOUR STORY” Campaign

COACH’s “LIVE YOUR STORY” campaign explores how music and fashion can help people express who they are and connect with others.

The wider campaign features five artists: COACH global ambassador SOYEON, actress Elle Fanning, British singer-songwriter PinkPantheress, Japanese singer-songwriter Lilas, and Chinese singer Shan Yichun.

Alongside the campaign imagery, COACH has introduced special-edition Tabby bags inspired by the participating artists, as well as ticket charms inspired by concert tickets and live-music memories.

The Seoul pop-up brings these ideas into a physical space through product displays and interactive activities, encouraging visitors to explore their own identities through music and style.

YENA’s attendance at the opening event connects her appearance to this broader fashion and lifestyle campaign, although COACH has not announced her as a new global ambassador as part of this event.

Final Thoughts

YENA’s appearance at COACH’s “LIVE YOUR STORY” pop-up in Seoul brought a playful preppy look to the brand’s Fall 2026 campaign launch. Her navy knit, plaid miniskirt, and knee-high boots created a distinctive autumn outfit that attracted attention at the photo call.

With interactive music experiences, special-edition accessories, and appearances from several Korean entertainers, the Seoul pop-up offers a physical interpretation of COACH’s message of individuality and self-expression. The event also highlights the continuing connection between K-pop, contemporary fashion, and lifestyle culture.K-pop singer YENA (Choi Ye-na) attended COACH’s “LIVE YOUR STORY” pop-up event in Seoul on October 19, 2026. The event celebrated the opening of the pop-up at MUSINSA SPACE SEOUL FOREST in Seongsu-dong, bringing together fashion, music, and self-expression as part of COACH’s Fall 2026 campaign.