Kate Spade New York has appointed Grammy-winning South African artist Tyla as its global brand ambassador, with the singer set to front the brand’s Fall 2026 global campaign.
The partnership will span brand campaigns, social media and in-store advertising, with Tyla making her debut in a campaign centred on the brand’s ‘Spark Something Beautiful’ platform.
The creative includes references to the artist’s recently released sophomore album, A*Pop, while showcasing Kate Spade’s Duo Mini shoulder bag in new seasonal colorways, 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, 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.”
The Fall 2026 collection will be available from this month, with additional styles launching throughout the season in Kate Spade stores and online.
The announcement coincides with the brand’s celebration alongside Tyla at a Paper Magazine album launch event in Los Angeles, with further campaign details due to be released this month.
