Sunnie—the Gen Z–focused arm of Hello Sunshine, Reese Witherspoon’s media and lifestyle brand for women—has launched its own book club, Sunnie Reads. The book club, which is sponsored by luxury fashion brand Coach and run “by and for Gen-Z readers” will select its first title in January, per the announcement.

“What we’re seeing—and what our research made clear to us—is that Gen Z women are hungry for community,” said Mukta Chowdhary, VP of brand at Hello Sunshine. “Seventy-seven percent told us they wish there were easier ways to find on- and offline spaces” She added, “More than one in three Gen Z women find community through book clubs, so Sunnie Reads builds on something they’re already doing and love.”

According to a recent survey conducted by Hello Sunshine, which platforms Reese’s Book Club, reading is now one of the top five leisure activities among Gen Z women, with 74% reporting they regularly read books. (Reese’s Book Club, which selects one adult title each month, has named seasonal YA picks since 2020.) Sunnie Reads plans to use author spotlights, community polls, book-inspired playlists, mood boards, and GRWMs to “meet this growing audience where they are” as well as deepen non-readers’ connection to books, Chowdhary said. Sunnie Stacks, a bimonthly, Gen Z–curated list of book recommendation, will also launch in 2026.

Hello Sunshine, whose parent company, Candle Media, is backed by Blackstone-managed investment capital, is not the only brand to take note of Gen Z’s return to reading. Earlier this month, Shein, the fast fashion and lifestyle giant, launched a digital storefront for used books in partnership with Alibris, citing “growing demand” from Gen Z shoppers.

Chowdhary noted that Sunnie Reads’ intended audience is one that blurs the line between readers and lifestyle consumers. The identities of Gen-Z contain “multitudes,” Chowdhary said. The book club aims to engage its members at the “cross-sections” of their interests through partnerships like the one with Coach—which at a recent Sunnie event hosted a “Book Nook” featuring some of the company’s handbags.

“We’re creating a book club that feels bigger than reading: it becomes a cultural moment,” Chowdhary said. “It gives young readers new ways to engage, through fashion, storytelling, shared rituals, and experiences that feel fresh and relevant to their world.”