To introduce this
season’s fashions, Kate Spade New York is launching a new ad campaign starring Grammy-winning Tyla as its new brand ambassador. And
she’s not alone. The African pop princess is finding and losing a cast of characters that plenty of TikTok fans will recognize, including creators like Bretman Rock (even one of those infamous
chickens shows up, with her own Kate Spade handbag), comedian Kareem Rahma, and 4inthe5, a four-woman creator collective known for friendship stories and New York street scenes.
By bringing
together such an eclectic group, the company hopes to invoke the kind of cross-cultural conversation that feels as at home with comedy, food and music as it does with beauty and fashion.
The
campaign, created with agency Marcel, continues the “Spark Something Beautiful” theme. "We often think joy has to come from something extraordinary, when in reality it’s
usually present in moments we almost miss,” said Eva Erdmann, CEO and brand president, Kate Spade New York, in a release. "This campaign is a reminder to look closer, be a little more curious,
and share those joyful moments with others. That’s what Spark Something Beautiful has always been about.”
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The campaign also stars the Duo Mini shoulder bag, offered in new colors.
That’s no accident. While Kate Spade sales have continued their nosedive, falling 10% to $219.6 million in its most recent quarter, Tapestry CEO Joanne Crevoiserat called out the success of the
Duo Mini as a “blockbuster,” selling out in stores and online.
She said that style, along with the Margaux, which also sold well, is evidence that Kate Spade is capable of
regaining its style groove. That appeal offers “clear evidence that when we bring together consumer insights, creativity, value, and cultural relevance, we are driving desire and demand for the
brand. Overall, with a more targeted and relevant handbag offering, we drove higher full-price selling and handbag average unit retail growth, consistent with our strategy.”
Last month,
the company announced it had hired Allison Badea as new CMO for Kate Spade New York.