Kate Spade New York Launches Its Fall 2022 Campaign Inspired By Moments Of Connection, Community, And The Energy It Evokes

The brand invites consumers inside a New York City townhouse to explore the Fall 2022 collection as it launches its first global activation in the metaverse, and disrupts New York City with a large-scale out-of-home takeover at iconic NYC landmarks

kate spade new york unveils its Fall 2022 campaign, bringing the scenes of a fall townhouse to life against a backdrop of the brand’s seasonal prints—leopard, roses, oversized graphic polka dots and colorful plaids. The brand’s Fall 2022 campaign welcomes consumers inside an intimate NYC apartment building where a mix of eclectic personalities create a patchwork of something harmonious and beautiful.

With photography by Nadine Ijewere, film by Grammy-award-winning director Alan Ferguson and styling by Nathan Klein, the campaign tells the story of residents in a New York City townhouse apartment building coming together for a Saturday afternoon open house.  Everyone is gathered at one neighbor’s home—wearing kate spade new york fall brand prints. 

Centered around the idea of celebrating community and the energy it evokes when a group of individuals come together, the hero campaign film introduces five neighbors, each visually representing one of the brand’s signature fall patterns. Each personality reflects a creator in their own right: a writer, dressed in plaid and surrounded by books; a painter, wearing rose print who is painting roses on a canvas; a polka-dot-clad chef serving up a tower of croissants from her kitchen with pops of polka-dot; a musician dressed in leopard practicing her instrument in a room done in entirely plaid walls; and a plaid-adorned craftswoman needlepointing a tapestry, accompanied by a cat. The campaign stars models Nya Gatbel, Rory Gevis, Pyeng Threadgill, Austria Ulloa and Sarah Grace Wallerstedt. 

“In today’s world, we often underestimate the impact that everyday moments like knocking on the door of a friend can have on connecting people and creating community,” said Jenny Campbell, Chief Marketing Officer of kate spade new york. “We were inspired by the excitement and comfort of stepping into a neighbor’s open house - the idea that something unexpected and joyous can happen when people come together – and we hope to evoke that same spirit in our larger community. It’s an ode to the moments that spark joy – from color, prints and patterns to friends, family, and laughter.”

To celebrate the Saturday Open House concept, kate spade’s community of brand fans will be able to explore the campaign and collection in an immersive and interactive virtual townhouse, the brand’s first global activation in the metaverse. The virtual townhouse will offer several engaging experiences including early access to new Fall styles. There will be downloadable social media filters, exclusive content, and a virtual wall of kindness inspired by the brand’s partnership with Born This Way Foundation’s #BeKind21 campaign. The virtual townhouse is available to experience via katespade.com, and will be accessible through QR codes incorporated on out-of-home bus shelters and within the kate spade new york store environment. The virtual townhouse will live through the end of October.

The Fall campaign will also come to life for consumers through disruptive out-of-home experiences in New York City, both above and below ground, including billboard and subway takeovers (starting September 5) and high impact digital channels (September 7).  The campaign will be displayed on highly visible digital screens in the heart of Times Square, a first for the brand, and will take over digital newsstands and shelters throughout the city, as well as subway stations at Grand Central Station and Broadway Lafayette. A subway car shuttle between Grand Central Terminal and Times Square will be wrapped in the Fall campaign visuals, fully immersing riders in the brand's seasonal colors and prints.  In another first – kate spade new york will produce customized MetroCard’s available at Broadway Lafayette and Grand Central. 

The kate spade new york fall 2022 collection welcomes the new season with an expression of radiant hues and playful prints that reflect the intimate gatherings at home.  The assortment honors well-loved brand codes with a blend of unexpected details and fresh takes on timeless designs. The beloved sam icon handbag returns for the fall season with reimagined styles of the 1993 essential design in a variety of seasonal colors. Across ready-to-wear and accessories, lush greens and bold reds sit alongside colorful plaids and stripes, roses, leopards and polka dots - all with a kate spade new york twist. 

The Fall collection is available now with new styles continuing to roll out throughout September and October.

Credits: 
Director: Alan Ferguson
Photographer: Nadine Ijewere
Stylist: Nathan Klein

In the Philippines, Kate Spade New York is exclusively distributed by Stores Specialists, Inc., and is located at Central Square in Bonifacio High Street Central, Greenbelt 5, Power Plant Mall, Rustan’s Makati, Shangri-La Plaza, and Rustan’s Cebu. Visit facebook.com/katespadenewyork.philippines and www.ssilife.com.ph or follow @ssilifeph on Instagram for more information.