The “Kate Spade New York Spring 2022 Campaign” has arrived, and is inviting customers to trade in their winter layers for fresh spring looks and encourage them to find joy in everyday moments.
The campaign was orchestrated to the hit song “She’s a Rainbow” by The Rolling Stones, which is described by Kate Spade New York as a “classic anthem of self-expression” according to Jenny Campbell, chief marketing officer of Kate Spade New York.
“It’s whimsical, colorful and full of life – traits that are also reflective of the Kate Spade New York woman,” Campbell says.
This launch will be both digital and physical in form. Through the use of social media, users will be able to shop the collection directly from the campaign across different platforms like YouTube or TikTok. A small but significant part of the campaign is a pig shown wearing one of the designs.
"I have to mention, the little pink pig in our campaign is delighting fans across the internet," Campbell said. "It’s a fan favorite!"
New Yorkers, however, have the chance to experience a double-decker bus that will drive through the city for the rest of March. The bus will stop at different Kate Spade locations, giving participants an experiential garden getaway, with a few surprises as well.
Campbell says that the campaign tells a story of spontaneous spring moments, and the Kate Spade New York team has created a portfolio of content that evokes the color and joy of a spring day through working with photographer Cass Birth and stylist Stella Greenspan.
“In looking at our spring product collection, it is filled with whimsy and so many graphic prints,” Campbell said. “We wanted to bring this to life for consumers by telling a story of spontaneous spring moments - the glimpse of a butterfly or an afternoon in the park with a friend.”
Part of the campaign also includes an invitation for consumers to get creative. On March 13th, Kate Spade will run an eight-page-insert in the New York Times Styles section, as part of their larger campaign, which participants can use to wrap a gift, cover a book or wrap a bouquet of flowers.
“We want to remind our customers that it is important to celebrate the joyful moments, create more of them, and cherish them - whether that’s enjoying an extra hour of sunlight or seeing the perennials you planted blooming again,” Campbell says.
Kate Spade New York, according to Campbell, wanted to bring their campaign's vision to life through telling a story of spontaneous spring moments, as well as celebrating everyday magic.
“We believe that it is important to appreciate the small wins in your life, even in the midst of challenging times,” Campbell says. “This is especially true now. We want to inspire our community to find the extraordinary in ordinary moments, and to celebrate these moments with meaning.”
Kate Spade is offering customers a blend of unexpected detail and fresh takes on timeless designs, according to Campbell. Featured throughout the collection are season-specific fabrications such as the introduction of their Floral Garden Jacquard or other springtime associated colors.
