Kate Spade Releases Fall 2026 Campaign Starring Tyla

Kate Spade New York has shared its new Fall 2026 campaign starring Tyla, the brand’s new global ambassador. 

The campaign, the company says, is an “invitation for people everywhere to discover, share and spread joy,” through a hero film showing a game of hide-and-seek across New York City. 

This sits within the brand’s Spark Something Beautiful brand platform, which was initially launched in 2025 to celebrate joy and connection – with the company shifting its focus as of late to celebrate its 90’s heritage. 

“We often think joy has to come from something extraordinary, when in reality it's usually present in moments we almost miss,” says Eva Erdmann, CEO and Brand President of Kate Spade New York. “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.”

Alongside Tyla, the campaign also stars TikToker Dylan Kevitch and creator Bretman Rock, among others. 

Celebrating joy and curiosity

The hero film for this campaign, directed by Rupert Sanders, features a game of hide-and-seek across New York City, which the company is designed to evoke joy and curiosity to increase rewatchability. 

“Joy hiding in plain sight? That's basically my whole personality,” Bretman Rock said of the campaign. “I show up, I'm confident and bold, I've got my chickens – and it works. 

“To me that's the campaign in a nutshell: you don't have to look far for something to smile about, it's usually right in front of you. I love that Kate Spade is encouraging people to be open to finding the joy that surrounds them.”

At the centre of this campaign is the Kate Spade New York’s Duo Mini shoulder bag, sported by several people featured across the film – including Tyla. 

Joining the Kate Spade New York family has been a pleasure,” says Tyla. “We loved creating this campaign together, it was exciting and joyful.” 

The campaign comes as the company releases a series of seasonal colourways for the Duo Mini – such as Beet, Smoky Petal and Pomegranate – as the brand simplifies its product lineup, focusing on spotlighting a few key products. 

A new campaign led by a new CMO

Kate Spade New York has released this campaign less than a month after the appointment of Allison Badea as its new Chief Marketing Officer – succeeding Kaisy Mae O’Reilly, who had held the role of Interim Chief Marketing Officer since January 2025. 

She joined the company after spending more than 15 years at L'Oréal – which she first joined in 2008 as a Marketing Manager, before progressing throughout the company to a role as Head of Global Brand Experience for Maybelline.

During this time, she oversaw the launch of key brand partnerships – including the appointment of Miley Cyrus as Maybelline’s Global Brand Ambassador to help promote the company’s key values of self-expression and confidence.

“Kate Spade New York has always understood that joy isn't just an indulgence – it's essentially human,” says Allison. “This brand has believed in that value since the '90s, and I'm eager to think about how we can re-enchant consumers craving optimism and connection in today's world.”