There’s nothing quite like the first hints of Spring in New York City—that moment when we all escape from our homes and embrace the city’s beauty, expresses Liz Fraser, CEO & Brand President of Kate Spade New York.
One person who can identify with this euphoric feeling is NYU Tisch School of the Arts alum Stephanie Su, who was chosen to appear in the brand’s latest campaign called ‘Time to Spring’. In the campaign video, the Academy Award nominated Actress—known for her roles in Everything Everywhere All At Once, The Marvelous Mrs. Maisel and Joyride—she wanders the city streets, weighed down by the melancholy of winter. At the sign of spring's first light, the landscape begins to burst into dramatic blooming flowers, casting a new light on the cityscape, and a sense of new beginnings. Hsu herself blossoms as she joins the sea of colour and warmth.
The Campaign
‘Time to Spring’ was photographed and directed by Marie Schuller, produced by Luke Ricci, Matilde Ramos-Pinto, Francesso Rizzo of RSA Films, shot by Kate Arizmendi and styled by Miyako Bellizzi. Kate Spade also collaborated with strategy and design consultancy SYLVAIN on campaign concept, execution, and production, as well as RSA Films (Ridley Scott Creative Group).
“This season is a celebration of that moment, and we're thrilled to partner with actress Stephanie Hsu to bring the campaign to life. Stephanie so perfectly embodies the Kate Spade New York ethos. Her accomplished career in theatre, film and comedy really enabled her to capture the sense of optimism and whimsy that we are aiming to deliver, and which we hope will spark joy for audiences around the globe,” details Fraser.
The Star
Here's what Hsu has to say about being the face of the campaign: “Kate Spade New York has always stood out to me for their ability to create an emotional connection with their customers and brand fans. There’s a very alluring magic to that. The brand is known for representing playful expression, not only through personal style, but also in the way you can live your life—embracing colour, clever nuances, and FUN. That has always appealed to me,” says Hsu. “I am honoured to be included in the brand campaign as it truly embodies that feeling of absolute joy and the hope for what’s to come—I think we can all relate to that at this point in the season!”
What can fans expect from this season’s collection? According to Kate Spade’s press statement, the collection will celebrate the brand’s DNA through the use of vivid colours, graphic patterns and unexpected textures. Styling is polished yet undone, constructed and unconstructed, with vibrant colours that are complemented by soft tones.
The collection brings a relaxed sportswear-inspired aesthetic with casual silhouettes, clean lines and a modern take on suiting, all with a classic Kate Spade twist.
Spring 2024 also brings new life to the Dakota handbag assortment—the brand’s recently launched handbag pillar that features bold and clean geometric lines and modern iconography with a signature hardware design, capturing a sense of colourful exuberance that nods to the brand’s core DNA.
To view the new collection, visit Kate Spade online.