There was a time when a fashion brand seeking cultural relevance might simply book a supermodel and call it a day. That time, evidently, is not this time.
Kate Spade New York is introducing its fall campaign with Tyla, the Grammy-winning South African pop star, as its new brand ambassador. But the company, which is part of the Tapestry portfolio that also includes Coach and Stuart Weitzman, has assembled what might charitably be called a varied supporting cast: Bretman Rock, the beauty creator with a devoted following; Kareem Rahma, a comedian; and 4inthe5, a four-woman collective known for chronicling friendship and New York street life.
One of Mr. Rock's chickens also appears, carrying her own Kate Spade handbag. (The brand did not specify whether the chicken had signed an exclusive deal.)
The campaign, created with the agency Marcel, continues the "Spark Something Beautiful" theme that Kate Spade has been pursuing. "We often think joy has to come from something extraordinary, when in reality it's usually present in moments we almost miss," said Eva Erdmann, the chief executive and brand president of Kate Spade New York, in a statement that suggested the brand is thinking carefully about what it wants to mean to people.
The timing is not incidental. Kate Spade sales fell 10 percent in the most recent quarter, to $219.6 million, continuing a slide that has become a recurring feature of Tapestry's earnings calls. Joanne Crevoiserat, the Tapestry chief executive, pointed to the Duo Mini shoulder bag — which appears prominently in the new campaign — as evidence that the brand can still produce what she called a "blockbuster" style.
Last month, Kate Spade hired Allison Badea as its new chief marketing officer, another indication that the brand is searching for a new chapter.
Whether that chapter involves additional poultry remains to be seen.
Original story published in MediaPost: "Tyla Stars In Kate Spade's Fall Campaign"