On September 3, 2024, kate spade new york will debut its Fall 2024 brand campaign featuring actresses Taraji P.Henson (“The Color Purple,” “Fight Night”), Nicola Coughlan (“Bridgerton”), and Marsai Martin (“Black-ish,” “G20”), who join the brand in unveiling its Fall 2024 collection, including the relaunch of the signature Spade Flower Jacquard assortment. Shortly following the campaign launch, on September 5, the brand will premiere a short film featuring Henson, Coughlan and Martin to introduce a new Global Fund for Women’s Mental Health, a social impactinitiative focused on cultivating greater access to joy by advocating for and investing in mental health solutions for women around the globe.
“For over 30 years, kate spade new york has been known for a fresh, modern sensibility, a spirited approach andplayful wit – inviting everyone to seek the extraordinary in the everyday,” says Jennifer Lyu, SVP and Head of Design at kate spade new york. “We have always had a passion for sharing a colorful world, and this approach still shapes all that we are today. We are a brand with a universal language of joy, optimism and enduring style, and acustomer who has historically felt deeply connected to this.”
Lyu continued, “At kate spade, we believe in expressing joy through style that goes beyond what you’re wearing,one that continues to spark conversation and inspire you, and those around you, every day. And while joy is something universal, it is also so personal. We are thrilled to partner with Taraji, Nicola and Marsai—three bold, powerful, dynamic women—as we unveil our Fall 2024 campaign. We’re also honored to feature them in a short film as we kick off our brand’s new Global Fund for Women’s Mental Health. The film explores the intersection between joy and mental health through the perspectives of each woman, and we’re excited to premiere the film during New York Fashion Week at our third annual Global Summit on Women’s Mental Health.”
Taraji P. Henson shared, “I’ve long admired the unique spirit of kate spade new york. The soul of the brand is rooted in creativity, style and optimism. There is a feeling of joy you have when you wear the brand. I’m proud of the incredible journey I’ve been on with kate spade new york over the years to shine a light on the importance ofpursuing your personal joy. As women, we take care of everyone else before we take care of ourselves. And my wish for all women is to please carve out that intentional space – pour that same energy into yourself.”
“I’m so proud and honoured to team up with kate spade new york on this beautiful campaign, which has such animportant message at its core. When I wrapped Season One of ‘Bridgerton,’ my gift to myself was a bag from kate spade new york – which I still treasure – so to be part of this campaign feels like such a special moment,” said Nicola Coughlan. “Life is precious and passes so quickly. So, I make sure to take in the moments of joy as deeplyas I can, as I know they’re the memories that make life worth living.”
“I’ve always been drawn to the optimistic nature of kate spade new york. There’s a purity to their design approach – it is playful yet sophisticated, and has this authentic, clever wit.” said Marsai Martin. “In working with the brand alongside Taraji and Nicola, I’ve been reminded about the importance of tending to yourself, seeking your own joy,and finding the resources that ground you each day. The brand has built a beautiful community around the idea that there is a deeper meaning to joy, and that it looks different for everyone.”
The kate spade new york Fall 2024 collection embraces the spirit of the season and the endless possibilities it holds. Classic prints and proportions, heritage details and tried-and-true brand codes are reimagined in completelynew ways – with the brand’s signature charm turned all the way up. The brand’s Spade Flower Jacquard handbag group is inspired by its most iconic brand identifier, the spade. The pattern has become a staple of kate spade new york’s handbag assortment. In a continuation of its long- term partnership with world-renowned Italian luxury textile mill Limonta, kate spade new york has created a new luxe jacquard fabrication – now interpreted with more depth and dimension than ever before.
“As a brand rooted in joy—and with over a decade of work at the intersection of women’s mental health and gender equity—kate spade new york is both authentic and unique in our approach to addressing the global mental health crisis for women and girls,” says Taryn Bird, Executive Director of Social Impact at kate spade new york. “It’s an issue very personal to our brand, and we have continued to double down on our efforts each year. While we areproud of the work we have done thus far, there is much more work to be done and we can’t do it alone. Through community, collective effort and fundraising, we can make greater impact for women around the world. The launch of the Global Fund for Women’s Mental Health marks a new milestone in our journey, as we invite other like-minded brands and individuals to join us in our mission.”
The kate spade new york Fall 2024 campaign will launch globally on September 3, 2024.