Kate Spade New York is putting the pep back in New York’s step with a continuation of its year-long love letter to New York. This Summer, Kate Spade New York captures a sense of optimism and a feeling of hope through an exuberant dance number with a talented cast of New York-based performers, who, like so many across the globe, faced challenging times over the past year.
“At Kate Spade New York, we have always been known for making everyday moments a little more colorful,” says Kate Spade New York Chief Marketing Officer, Jenny Campbell “New York is our hometown and our backyard – it is a constant source of inspiration for our brand. With this campaign and the launch of our Summer collection, we set out to capture a feeling of optimism and joy, and inspire others to bring this joyful spirit to their own lives.”
As the brand continues to uplift the New York community and support local New Yorkers, many of whom have been forced out of work due to the pandemic, Kate Spade New York tapped choreographer, Dylan Pearce, and singer-songwriter, Ines Nassara, to create an inspiring, unjaded performance that evokes a sense of release and excitement, with a fresh take on the classic Judy Garland tune, “Get Happy.”
To further the theme of shining a light on the people and organizations that inspire the brand, Kate Spade New York is partnering with The National Council for Mental Wellbeing to provide Mental Health First Aid training to New Yorkers within the artistic community. Kate Spade New York is donating $100,000 to provide mental health services to performers in the New York city area, giving them the resources to support their community, friends and family members who might be experiencing a mental health or substance use challenge.
Kate Spade New York will amplify the Summer 2021 campaign via an innovative partnership with TikTok. The brand collaborated with TikTok creators Todrick Hall (@Todrick) and Kelli Erdmann (@HappyKelli), who worked directly with Dylan Pearce and the ensemble cast to create their own dance routines that complement the choreography in the hero campaign film, while leveraging the unique creative features that TikTok users know and love. To build on the content created with Todrick and Happy Kelli, the brand will also be launching a hashtag challenge across the entire TikTok community, encouraging others to express their own joy and bring the energy of the campaign to TikTok users around the globe.
Taking center stage in this campaign is the brand’s iconic Spade Flower Jacquard collection, this season in a beautiful green colorway that’s both versatile and bold – giving the new styles a rich monochromatic look. The Spade Flower Jacquard group is now available in a variety of shapes and styles, including a fashion sneaker, in addition to a range of handbag silhouettes – from large totes that hold everything, to convenient crossbodies just for essentials. Created in partnership with Limonta, the family-owned mill in northern Italy that has produced jacquard for over 100 years, the brand continues to build upon this signature group, offering a collection of everyday products designed to make a statement with a smile. The Spade Flower Jacquard collection will be available in Malaysia after the Movement Control Order (FMCO).
Styled by Stella Greenspan, this new campaign also features key looks from the Kate Spade New York Summer 2021 collection across ready-to-wear, handbags, jewelry, footwear and more, all of which feature vibrant pops of color, natural textures, and playful and feminine details throughout. Check it out at the video below!
Read also: Kate Spade New York’s Summer 2021 Collection Celebrates the Arrival of Full Bloom