Kate Spade New York has appointed two-time Grammy Award-winning artist Tyla as its new global brand ambassador. The singer is set to debut in the brand’s fall 2026 global campaign, marking a strategic move to engage a new generation of consumers.
The partnership aims to align Tyla’s musical influence and personal style with the company’s “Spark Something Beautiful” ethos, which centers on optimism and joy. The collaboration will span various platforms, including social media content, in-store advertising, and major brand campaigns.
The upcoming fall campaign will feature creative elements inspired by Tyla’s sophomore album, A*POP. During the campaign, the artist will showcase the brand’s signature Duo Mini shoulder bag in seasonal colors such as Beet and Laurel Leaf.
Eva Erdmann, CEO and Brand President of Kate Spade New York, noted that Tyla represents the brand’s core values of joy and confidence. Erdmann highlighted that the partnership arrives during a significant period in the artist’s career as she prepares for a new album release.
The new fall collection is scheduled for release in August 2026 and will be available through Kate Spade New York retail locations and the company’s official website. The announcement follows a PAPER Magazine album launch event for Tyla held in Los Angeles.
