Kate Spade New York recently announces the launch of its Spring 2021 campaign, kicking off a year-long love letter to its hometown. The campaign, shot by photographer Gus Powell, shines a light on a fascinating group of modern-day stars, including: model Lindsey Wixson, Japanese comedian and Kate Spade brand ambassador Naomi Watanabe, and four local New Yorkers (and real-life couples) – Claudine Boros + Clyde Griffin and Shireen Ahmed + Michael Wolever.
“As a brand, we’re constantly inspired by interesting people, and we want to encourage women to let their individuality shine in ways that extend far beyond what they wear,” shared Creative Director Nicola Glass. “This campaign captures the magic of New York in the very streets of the city itself…in the everyday interactions New Yorkers have together while they carry their lives down its busy sidewalks.”
A woman out running errands rushes to cross the street (with her dog in tow!), as a passerby exuberantly dances her way through a crosswalk. A husband takes his wife’s heavy handbag and throws it over his shoulder, as they walk past a young couple surprising each other on a street corner. In New York, each day is about simple moments of connection.
“At Kate Spade, we are dedicating 2021 to New York City, where our brand was born and where we reside today,” Glass continued. “The past year has been devastating for so many, and we can only hope that the Spring season will start to bring new life to our cities. Through this campaign, we aim to inspire our communities around the globe to celebrate their own hometowns as the world around us comes back into bloom.”
Taking center stage in this campaign is the brand’s iconic Spade Flower Jacquard collection, this season in a beautiful navy color way that’s both versatile and bold – an unexpected netural. Upon joining Kate Spade New York in 2018, Creative Director Nicola Glass was immediately drawn to the spade symbol that is at the center of the brand’s iconography, and the different ways that the spade could be interpreted. Each season, the spade is used in many iterations across categories – both boldly and subtly, in almost secretive or surprising ways.
The Spring assortment is an evolution of the brand’s Spade Flower Jacquard group, now available in new shapes and silhouettes. Created in partnership with Limonta, the family-owned mill in northern Italy that has produced jacquard for over 100 years, the brand has made something special: a collection of everyday bags, from big totes that hold everything to convenient cross bodies just for essentials.
Glass added, “The Spade Flower Jacquard collection reflects the notion of blossoming so beautifully. I love how the spade has been re-imagined to create our signature floral print. Expertly crafted and always classic, these bags will forever be by your side.”