Tyla Steps Into a New Chapter as Kate Spade New York’s Global Brand Ambassador

The two-time Grammy-winning artist brings her distinctive style, music and global cultural influence to Kate Spade New York’s Fall 2026 campaign.

Kate Spade New York is welcoming a new face into its global fashion universe. The New York label has announced Tyla, the two-time Grammy-winning artist, as its newest Global Brand Ambassador, marking a partnership that brings together music, fashion and the kind of effortless individuality that has become synonymous with the artist.

Tyla makes her debut for the brand in its Fall 2026 global campaign, stepping into Kate Spade New York’s world of colour, optimism and playful sophistication.

The partnership arrives at an exciting moment for the South African-born artist, who is entering a new chapter with the release of her sophomore album, APOP*. Her distinctive approach to personal style and her ability to move fluidly between music and fashion make the collaboration a natural extension of her growing global influence.

At the heart of Kate Spade New York’s current brand ethos is “Spark Something Beautiful”, an expression of optimism and the idea that joy can be created, shared and passed on. Tyla brings that spirit to life through her own magnetic presence and unmistakable sense of style.

“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.”

The Fall 2026 campaign explores the idea of joy hiding in plain sight, with playful creative references to Tyla’s new album woven throughout. It is a meeting of two distinct worlds, the energy of contemporary music and the polished yet spirited character of Kate Spade New York.

Central to the campaign is one of the brand’s hero silhouettes, the Duo Mini shoulder bag, carried by Tyla in seasonal colourways including Beet and Laurel Leaf. The compact design becomes a statement accessory within the campaign, reinforcing the collection’s playful approach to colour and proportion.

Tyla’s partnership with Kate Spade New York will extend beyond the seasonal campaign, spanning global brand campaigns, social content and in-store advertising.

For the brand, the collaboration represents another step in connecting its New York identity with a new generation of consumers and cultural voices. For Tyla, it adds another dimension to an already evolving creative profile; one where music, fashion and self-expression increasingly intersect.

With her debut campaign, Tyla brings her own rhythm to the Kate Spade New York aesthetic, proving that a modern fashion icon need not fit neatly into one category. Sometimes, the most compelling style stories happen precisely where different worlds meet.

The Kate Spade New York Fall 2026 collection became available in August, with additional styles arriving throughout the season at Kate Spade New York stores and online.

Campaign Credits

Creative Agency: Marcel

Production House: Wanda

BTS Photographer: Marcus Gustaffson

Contributed by Deepti Mundra for Luxpresso Magazine