FM PRO TECH CULTURE
Fashion campaigns are increasingly blending artists, creators and social storytelling.
For Fall 2026, Kate Spade New York puts Tyla at the centre as global brand ambassador, joined by Bretman Rock, Kareem Rahma, Dylan Kevitch, Julia Mervis, Nick Kosir and other creators.
Directed by Rupert Sanders, the campaign turns New York City into a playful hide-and-seek story connecting film, social content and product. Tyla says:
Joining the Kate Spade New York family has been a pleasure. We loved creating this campaign together, it was exciting and joyful.
Kate Spade CEO and Brand President Eva Erdmann says the idea centres on noticing smaller everyday moments:
We often think joy has to come from something extraordinary, when in reality it’s usually present in moments we almost miss. This campaign is a reminder to look closer, be a little more curious, and share those joyful moments with others.
The Duo Mini shoulder bag sits at the centre of the visual concept, while the wider rollout extends across social storytelling, creator collaborations, interactive digital moments and physical brand experiences.
Bretman Rock brings a more chaotic interpretation of the campaign idea. He says:
Joy hiding in plain sight? That’s basically my whole personality. I show up, I’m confident and bold, I’ve got my chickens—and it works.
What makes the campaign interesting for FM PRO TECH is how little it depends on a traditional celebrity endorsement model.
Tyla brings global music visibility, while creators, social formats, film, product and audience participation expand the campaign across multiple touchpoints.
The result is less about attaching one face to a collection and more about building a cultural network around the brand — one designed to travel across feeds, communities and formats.
I’d publish this version. The ending is cleaner and avoids over-explaining the strategy.
Kate Spade New York Fall 2026 Campaign Credits:
Director: Rupert Sanders
Photographer: Grant James
BTS Photographer: Marcus Gustaffson
Creative Agency: Marcel
Production House: Wanda
Vayner Media: Social Content Capture
SHO+CO and UTA: Talent and Influencer Management
Public Relations: Alison Brod Marketing + Communications
Music: Aaron Frazer – “Payback”
Tyla Credits:
Stylist: Katie Qian
Hair: Curt Cobain
Makeup: Saba Khan
Nails: Coca Michelle
Bretman Rock:
Stylist: Brian Meller
Hair: Angel Gonzales
Makeup: Nadia Tayeh
Hero Campaign Film:
Stylist: AngelinaVitto
Hair: Katy Mc Clintock
Makeup: Jenni Clark Keyes