Kate Spade New York has appointed Tyla, the South African singer and two-time Grammy winner, as its new Global Brand Ambassador. The partnership will span brand campaigns, social content and in-store advertising, with Tyla’s first appearance set for the brand’s fall 2026 campaign.
The campaign takes joy as its organising idea, with references to Tyla’s upcoming sophomore album, A*POP, woven into the creative. Tyla carries the brand’s Duo Mini shoulder bag throughout, shown in new seasonal colourways including Beet and Laurel Leaf. The fall collection goes on sale in August 2026, with additional styles releasing through the season.
“Tyla radiates what Kate Spade New York is all about: joy, optimism, and a confidence that lifts everyone around her. 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,” Eva Erdmann, CEO and Brand President, Kate Spade New York said in a statement.
The appointment fits Kate Spade New York’s ongoing “Spark Something Beautiful” brand positioning, which the company describes as rooted in optimism.
Tyla, who broke through globally with her Afrobeats-inflected hit “Water” and won Grammy awards for Best African Music Performance, has built a profile that crosses music, fashion and pop culture – a combination the brand is leaning into directly.
