Kate Spade New York is betting on fresh marketing leadership as it continues efforts to revive the brand, appointing Allison Badea as its new Chief Marketing Officer.

The luxury fashion house announced Badea’s appointment on LinkedIn, describing the move as part of its mission to “reignite the magic” of Kate Spade by building stronger, more meaningful relationships with consumers.

Badea joins the brand from L’Oréal, where she most recently served as Global Senior Vice President of Brand Experience for Maybelline New York. During her career at the beauty giant, she also held senior leadership positions at Kiehl’s, Lancôme, and Biotherm, while previously serving as General Manager of Giorgio Armani U.S. Her experience spans both luxury and mass-market brands, making her a strategic addition as Kate Spade looks to strengthen its global appeal.

Speaking about her new role, Badea highlighted the emotional connection she hopes to build with consumers.

“A brand that can understand consumers, be present in their lives, and spark joy in the everyday is powerful,” she said. “Kate Spade New York has always understood that joy isn’t just an indulgence—it’s essentially human. This brand has believed in that value since the ’90s, and I’m eager to think about how we can re-enchant consumers craving optimism and connection in today’s world.”

The appointment comes at a crucial time for the Tapestry-owned label. While Kate Spade has recently focused on attracting Gen Z shoppers through campaigns featuring celebrities such as Charli D’Amelio and Laufey, the brand has struggled to match the momentum of sister label Coach.

In Tapestry’s third-quarter fiscal 2026 results, Kate Spade reported a 10% year-on-year decline in net sales, while Coach posted an impressive 31% increase, placing greater pressure on Kate Spade’s ongoing turnaround strategy.