• by Sarah Mahoney  @mahoney_sarah, March 1, 2023

Tapestry is shaking things up for spring. First, it’s rolling out a different kind of storytelling for Kate Spade New York. Meanwhile, in Chicago, it’s opened Coach Play, a retail format that encourages shoppers to interact with its luxury accessories in new ways.

The Kate Spade campaign is linked to the fashion brand’s 30^th anniversary, using “It all started with that moment” as the prologue to a handbag full of short-story vignettes. Other fashion tales include “It all started with a shower” and “It all started with a lost driver’s license,” encouraging its fans to embrace every misadventure and plot twist that comes their way.

“There’s a magic that can happen when you leave room for the unplanned,” said Jenny Campbell, the brand’s chief marketing officer, in the company's announcement.  “Through the stories we’re telling within the ‘It All Started With’ series, we hope to inspire people to recognize that they are at the center of an adventure every day and to embrace the unexpected happiness that exists in each moment.”

Besides video, the campaign is scheduled to run in out-of-home experiences, including hand-painted walls, digital screens and wallscapes in markets like New York, Los Angeles and Washington D.C.

Ads are also planned for Meta, TikTok, YouTube, Hulu and Spotify.

Tapestry is also looking to foster more light-heartedness at Coach Play, which just opened on Chicago’s Michigan Avenue. The new format, reportedly inspired by Apple’s Genius Bar, aims to make luxury less intimidating. It encourages shoppers to sit on vintage and custom furniture while exploring all-gender accessories.

And as the brand continues to shift toward what it has called “expressive luxury,” it also includes its latest version of Coach Create, which customizes accessories.