Kate Spade is committed to diversifying the brand and expanding their reach, especially among Gen Z. Their latest campaign for Fall 2026 is a testament to that, featuring a diverse cast of young famouses turning the city of New York into a giant game of hide-and-seek.
There’s Bretman Rock , hiding in a tree with their chicken, Dylan Kevitch , popping out of a flower delivery van, Nick Kosir , the Dancing Weatherman, behind a wall of umbrellas, Kareem Rahma ( @SubwayTakes ) as a taxi driver, with Julia Mervis, Payton Purther and Sally Carden as passengers, 4inthe5 , posing as mannequins in a Kate Spade New York storefront, Gianluca Conte and Ana Sofia of QCP, as chef and waitress, and, of course Kate Spade global brand ambassador Tyla popping up throughout.
Directed by Rupert Sanders, the hero film centers the brand’s Duo Mini shoulder bag , which is available in 17 color ways (wowsa!) and retails for $142 – $224.
“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, CEO and brand president of Kate Spade New York via a release. “This campaign is a reminder to look closer, be a little more curious, and share those joyful moments with others. That’s what Spark Something Beautiful has always been about.”
“Joining the Kate Spade New York family has been a pleasure. We loved creating this campaign together, it was exciting and joyful,” said Tyla.
“Joy hiding in plain sight? That’s basically my whole personality,” said Bretman Rock. “I show up, I’m confident and bold, I’ve got my chickens—and it works. To me that’s the campaign in a nutshell: you don’t have to look far for something to smile about, it’s usually right in front of you. I love that Kate Spade is encouraging people to be open to finding the joy that surrounds them. So next time when you’re feeling down, maybe get up in a tree with your chicken? Period.”
Check out BTS images from the shoot below and shop the brand’s latest offerings at Katespade.com .
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