Kate Spade New York Names Tyla Its New Global Brand Ambassador

American fashion brand Kate Spade New York has named two-time Grammy Award-winning South African artist Tyla as its new global brand ambassador.

Tyla will make her debut in the brand’s Fall 2026 global campaign. The partnership will extend across brand campaigns, social media content, and in-store advertising.

Summary

Tyla won her first Grammy Award in 2024 for “WATER,” followed by a second win in 2026 for “PUSH 2 START.” Both songs received the award for Best African Music Performance, further establishing the South African artist as a rising force on the global music stage. Her latest album, A*POP, is available now.

The appointment reflects Kate Spade New York’s “Spark Something Beautiful” brand ethos. Through Tyla’s distinctive personal style and creative expression across music and fashion, the brand aims to deepen its connection with a new generation.

Eva Erdmann, CEO and Brand President of Kate Spade New York, commented: “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.”

Centered on joy hiding in plain sight, the Fall 2026 campaign combines Kate Spade New York’s signature sense of play with references to Tyla’s sophomore album, A*POP.

Throughout the campaign creative, Tyla carries the Duo Mini shoulder bag, one of the brand’s hero silhouettes. The bag appears in new seasonal colorways, including Beet and Laurel Leaf.

 

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The announcement coincided with a PAPER Magazine album launch event for A*POP in Los Angeles, where Kate Spade New York celebrated its new partnership with Tyla. Additional details about the campaign will be revealed in August 2026.

For the U.S. market, the Fall 2026 collection will be available beginning in August, with additional styles launching throughout the season at Kate Spade New York stores and on katespade.com.

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