South African music sensation Tyla is adding another major fashion partnership to her growing global portfolio. Kate Spade New York has officially announced the two-time Grammy Award winner as its new Global Brand Ambassador, with the collaboration debuting in the brand’s Fall 2026 campaign.
The appointment marks a significant moment for both Tyla and the American fashion house as Kate Spade New York looks to strengthen its connection with a younger generation through one of music’s most influential rising stars.
Tyla makes her debut as the face of the brand in the Fall 2026 global campaign, where she showcases the Duo Mini shoulder bag, the collection’s hero accessory, in fresh seasonal colourways including Beet and Laurel Leaf.
Designed around the idea that joy can be found in unexpected places, the campaign embraces Kate Spade’s signature playful spirit while weaving in subtle references to Tyla’s upcoming sophomore album, APOP*. The campaign will roll out across digital platforms, social media, in-store displays, and traditional advertising worldwide.
The partnership extends beyond a single campaign, with Tyla set to appear in future brand advertising, social content, and retail activations as the relationship evolves.
“Tyla radiates what Kate Spade New York is all about: joy, optimism, and a confidence that lifts everyone around her,” said Eva Erdmann, CEO and Brand President of Kate Spade New York.
“From her music to her personal style, she makes people feel something. That’s rare. And she’s doing it at a pivotal moment in her career—a new album, a new chapter, and the world watching. We’re thrilled to have her with us as we spark something beautiful, together.”
The announcement arrives during an extraordinary run for the South African superstar. Since breaking through globally with the chart-topping, triple-platinum hit “Water,” Tyla has continued to redefine African pop music on the international stage.
Her self-titled debut album, Tyla, along with its expanded edition Tyla+, produced multiple hits, including the Grammy-winning “Push 2 Start,” while establishing her as the highest-charting African female solo artist on the Billboard 200.
Kate Spade New York has also been making strategic moves behind the scenes. Earlier this month, the brand appointed Allison Badea as its new Chief Marketing Officer. Badea joined from L’Oréal, where she most recently served as Global Senior Vice President of Brand Experience for Maybelline New York, signaling a renewed focus on global brand storytelling.
