- Kate Spade New York has made Tyla the face of its fall 2026 global campaign, marking her first on-screen appearance since becoming the brand's global ambassador on July 28, 2026.
- The "Spark Something Beautiful" campaign, directed by Rupert Sanders, turns New York City into a citywide hide-and-seek game built around the new Duo Mini shoulder bag.
- Bretman Rock joins Tyla as a second lead face, part of a wider ensemble of digital creators and cultural voices in the campaign.
- The push follows parent company Tapestry's July 22 move to name Jonathan Saunders as Kate Spade's new executive creative director, part of a broader effort to reverse a prolonged sales slide.
Kate Spade New York has unveiled its fall 2026 global campaign, and two-time Grammy winner Tyla is the one leading it. The Tapestry-owned label announced the campaign on August 11, building the whole concept around a simple idea: joy isn’t something to chase; it’s something to notice.
Directed by Rupert Sanders, the film follows a playful game of hide-and-seek through New York City, rewarding close viewers with hidden surprises. At the center of it all is the Duo Mini shoulder bag, now out in seasonal colorways like Beet, Laurel Leaf, and Hot Fudge.
“This campaign is a reminder to look closer, be a little more curious, and share those joyful moments with others,” said Eva Erdmann, the brand’s CEO and president.
This marks Tyla’s debut campaign appearance since she was named Kate Spade’s global brand ambassador in late July, a deal timed to her new sophomore album, APOP*.
The South African singer recently became the first African artist to receive an official Bratz Celebrity Collector doll, joining a club that includes Kylie Jenner and Karol G.
She’s also gearing up for her APOP* World Tour, opening in Paris on October 12. Beyond fashion, her endorsement slate already spans Alo, Beats By Dre, Bose, Nike, Pandora, and H&M.
Bretman Rock, who stars alongside her, brings his own résumé, including a brand ambassadorship with blk Cosmetics and a collaboration with Beyoncé‘s CÉCRED hair-care line.
Kate Spade has leaned on culturally resonant names before, from Ice Spice to Taraji P. Henson, most recently hosting a holiday celebration with Ice Spice and Laufey.
Takeaways
This isn’t just a pretty campaign film; it’s Kate Spade trying to engineer a comeback. Sales have been sliding, and the brand just stacked two big bets in a matter of weeks: a new executive creative director to fix the product, and a red-hot global pop star to fix the image.
Tyla, for her part, isn’t walking in cold; she’s arriving mid-momentum, fresh off an album, a tour announcement, and a viral doll drop, which means Kate Spade gets a built-in audience it didn’t have to build itself.
Does anchoring the campaign to Tyla’s APOP* era risk feeling dated once her album cycle winds down? Is Kate Spade signaling that it wants a younger, more global customer than its traditional base?
