Meanwhile, Kate Spade has singer Tyla fronting a campaign. ICYMI, Tyla has had several hits among Gen Z which took off with dance challenges, in true original TikTok fashion. Becoming a global ambassador for the brand was clearly a bet on her Gen Z fans and her first campaign with them is centered on daily moments of joy. She’s joined by 10 content creators—notably, none of whom are fashion creators specifically. They enlisted major names like Bretman Rock, who primarily makes beauty content, the friends of 4 in the 5 (who we’ve told you about on our Viral List!), and even the host of Subway Takes Kareem Rahma to star in a game of hide-and-seek highlighting their Duo Mini shoulder bag. Kate Spade’s parent company Tapestry is homing in on Gen Z across brands, and it’s working: they report Gen Z makes up more than 35% of their 2.4M new customers in Q3, though much of that success comes from Coach. (Fashion United)
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