Tyla has been named Kate Spade New York’s new global brand ambassador, debuting in the brand’s Fall 2026 campaign titled Spark Something Beautiful. Tyla, the Grammy winning artist, who recently released her sophomore album A*POP, stars in a campaign built around a citywide game of hide and seek staged across New York City. Kate Spade CEO and Brand President Eva Erdmann said the campaign is meant to highlight joy found in small, easily overlooked everyday moments rather than in grand gestures.
The campaign was directed by Rupert Sanders and produced with agency Marcel, transforming a simple hide and seek premise into a series of unexpected discoveries throughout the city.
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Who else appears in the Kate Spade campaign?
Tyla is joined by a wide range of creators and cultural figures spanning comedy, food, fashion and social media. The cast includes creator and entrepreneur Bretman Rock, comedian and Subway Takes host Kareem Rahma, meteorologist and viral creator Nick Kosir, prank call creator Dylan Kevitch, and the four woman creator collective 4inthe5, known for content centered on friendship and ambition across New York City’s boroughs. Fashion and lifestyle creators Julia Mervis, Payton Purther and Sally Carden also appear, along with food creators Ana Sofia and Gianluca Conte.
The brand said the goal of bringing together such a varied group was to reflect the many different ways joy shows up across different corners of culture, rather than presenting a single, uniform version of it.
What bag is featured in the campaign?
The Duo Mini Shoulder Bag serves as the centerpiece of the campaign, appearing throughout the hide and seek film as both a stylistic anchor and a recurring visual thread tying the story together. The bag is now available in seasonal colorways including Beet, Laurel Leaf, Smokey Petal, Driftwood, Hot Fudge, Pomegranate, Giraffe Haircalf and a Hot Fudge Metallic finish, with options in suede, pebbled leather and haircalf. Prices for the style range from around $158 to $228 depending on material and finish.
The bag’s prominence in the campaign follows notable sales performance. Tapestry, Kate Spade’s parent company, has previously highlighted the Duo Mini as a standout seller that sold out both in stores and online, alongside the brand’s Margaux style.
Why is this campaign significant for Kate Spade?
The push comes as Kate Spade continues to work through a sales slump, with revenue falling 10% to $219.6 million in its most recent quarter. Tapestry leadership has pointed to the Duo Mini’s strong performance as evidence that more targeted, culturally relevant product offerings can still drive demand for the brand. The company has framed campaigns like Tyla’s, paired with creator collaborations and social storytelling, as part of a broader strategy to regain cultural relevance and boost full price selling.
The Tyla campaign also follows Kate Spade’s recent hire of Allison Badea as the brand’s new chief marketing officer, suggesting the push is part of a wider effort to reposition the brand heading into the fall season.
