kate spade new york debuts Spring 2024 global campaign starring Academy Award nominated actress Stephanie Hsu, inviting consumers to embrace the universal feeling of joy that is sparked on the first days of Spring.
The cinematic campaign, ‘Time to Spring,’ captures the energy one has when you abandon your winter wardrobe and refuse to go back.
kate spade new york today debuts its Spring 2024 collection with a new creative campaign that captures the optimism and energy that one feels on those first warm days of spring in Manhattan. Through a cinematic film, ‘Time to Spring,’ the brand celebrates its most iconic brand codes – color, joy and New York City – while evoking the sense of hope and excitement that the bright arrival of spring brings.
Unfolding against the backdrop of a cold, wintry Manhattan day, ‘Time to Spring,’ follows the spot’s star, Academy Award nominated Actress Stephanie Hsu – known for her roles in Everything Everywhere All At Once, The Marvelous Mrs. Maisel and Joyride – as she wanders the city streets, weighed down by the melancholy that winter can bring amongst a crowd clad in oversized puffer coats. The weight is soon lifted at the sudden sign of spring’s first light, and to Hsu’s amazement, the surrounding New Yorkers begin to burst into dramatic blooming flowers, the intensifying sun casts new light on the cityscape, and a sense of opportunity radiates throughout the scene. Finally, it’s Hsu’s turn to blossom as she joins the sea of color and warmth.
“There’s nothing quite like the first hints of Spring in New York City – that moment when we all escape from our homes and embrace the city’s beauty. It’s a magnetic feeling that creates connectivity as friends, families and communities come together,” said Liz Fraser, CEO & Brand President of kate spade new york. “This season is a celebration of that moment, and we’re thrilled to partner with actress Stephanie Hsu to bring the campaign to life. Stephanie so perfectly embodies the kate spade new york ethos. Her accomplished career in theater, film and comedy really enabled her to capture the sense of optimism and whimsy that we are aiming to deliver, and which we hope will spark joy for audiences around the globe.”
“kate spade new york has always stood out to me for their ability to create an emotional connection with their customers and brand fans. There’s a very alluring magic to that. The brand is known for representing playful expression, not only through personal style, but also in the way you can live your life – embracing color, clever nuances, and FUN. That has always appealed to me,” said Stephanie Hsu. “I am honored to be included in kate spade new york’s brand campaign as it truly embodies that feeling of absolute joy and the hope for what’s to come – I think we can all relate to that at this point in the season!”
kate spade new york’s Spring campaign rolled out globally beginning February 8 through a multi-pronged, high-impact media launch across out-of-home, connected TV, custom editorial and social amplification, creator-led content creation on TikTok, and more. For the first time, the brand will partner with Bustle Digital Group’s NYLON to kick off the campaign the night before New York Fashion Week with an immersive experience at NYLON Nights on February 8 – an epic celebration of style, nightlife and culture in New York City.
The kate spade new york Spring 2024 collection delivers on the brand’s promise of joyful expression. The collection celebrates kate spade’s brand DNA through the use of vivid colors, graphic patterns and unexpected textures. Styling is polished yet undone, constructed and unconstructed, with vibrant colors that are complemented by soft tones. The collection brings a relaxed sportswear-inspired aesthetic with casual silhouettes, clean lines and a modern take on suiting, all with a classic kate spade twist. Spring 2024 also brings new life to the Dakota handbag assortment – the brand’s recently launched handbag pillar that features bold and clean geometric lines and modern iconography with a signature hardware design, capturing a sense of colorful exuberance that nods to the brand’s core DNA.
The Spring 2024 campaign was photographed and directed by Marie Schuller, produced by Luke Ricci, Matilde Ramos-Pinto, Francesso Rizzo of RSA Films, shot by Kate Arizmendi and styled by Miyako Bellizzi. kate spade new york collaborated with strategy and design consultancy SYLVAIN on campaign concept, execution, and production, as well as RSA Films (Ridley Scott Creative Group).
The Spring collection is available to shop on katespade.com and in kate spade new york stores and will continue to roll out through April.
Campaign Video Credits:
Production Co.: RSA Films
Photographer and Director: Marie Schuller
Executive Producers: Luke Ricci (President/RSA US), Matilde Ramos-Pinto
Producer: Francesco Rizzo
Shot by: Kate Arizmendi
Production Designer: Ethan Tobman
Costume Designer: Miyako Bellizzi
VFX/Finishing: Mathematic
Hair: Art Department
Makeup: The Wall Group
Creative Agency Partner: SYLVAIN
kate spade new york
https://www.katespade.com
Since its launch in 1993 with a collection of six essential handbags, kate spade new york has always stood for color, wit, optimism, and femininity. Today, it is a global lifestyle brand synonymous with joy, delivering seasonal collections of handbags, ready-to-wear, jewelry, footwear, gifts, home décor and more. Known for its rich heritage and unique brand DNA, Kate Spade New York offers a distinctive point of view, and celebrates communities of women around the globe who live their perfectly imperfect lifestyles. Kate Spade New York is part of the Tapestry house of brands.
All images and campaign video courtesy of kate spade new york.
Tags: 2024, ad campaign, bags, celebrity, celebs, Color, fashion, fashion ads, graphic patterns, kate spade, New York City, shoes, Spring, Stephanie Hsu, Top, vivid colors
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