Kate Spade New York has named two-time Grammy-winning artist Tyla as its new global brand ambassador, with the singer set to make her debut in the company’s fall 2026 global campaign as the fashion brand expands its marketing efforts across multiple platforms.
The partnership will see Tyla featured in brand campaigns, social media content and in-store advertising, beginning with the fall campaign and continuing through additional promotional initiatives the company plans to unveil later this summer.
The announcement marks a new collaboration between the fashion label and the South African artist, whose appearance in the campaign coincides with the release of her sophomore album, APOP*. Kate Spade said the campaign centres on the theme of finding joy in everyday moments and incorporates references to the new album while showcasing the company’s Duo Mini shoulder bag in seasonal colourways, including Beet and Laurel Leaf.
“Tyla radiates what Kate Spade New York is all about: joy, optimism, and a confidence that lifts everyone around her,” said Eva Erdmann, CEO and brand president of Kate Spade New York. “From her music to her personal style, she makes people feel something. That’s rare. And she’s doing it at a pivotal moment in her career–a new album, a new chapter, and the world watching. We’re thrilled to have her with us as we spark something beautiful, together.”
Kate Spade said the fall 2026 collection will be available beginning in August, with additional products scheduled to launch throughout the season in its retail stores and on its website.
The company said the ambassador partnership is intended to extend across several consumer touchpoints, including advertising campaigns, digital content and retail displays, with Tyla serving as the face of the brand’s latest collection.
The announcement also coincides with Kate Spade New York’s participation alongside Tyla at a PAPER Magazine album launch event in Los Angeles. The company said it plans to release additional details about the campaign in August.
Kate Spade New York, founded in 1993, designs handbags, clothing, footwear, jewellery and accessories and operates as part of the Tapestry house of brands.
The company described Tyla as an artist whose career has expanded rapidly in recent years following multiple chart successes and Grammy recognition.
According to Kate Spade, the campaign will feature Tyla carrying the Duo Mini shoulder bag throughout the creative material, with the collection rolling out over the coming months as new seasonal styles become available.
The company did not disclose financial terms of the partnership or its duration.
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