What if joy wasn't something to chase, but something already present in the everyday small moments, waiting to be found? At a time when consumers are constantly scrolling past everyday moments, Kate Spade reminds us that joy isn't something you manufacture - it's something to notice. This fall, Kate Spade New York invites the world to look closer and celebrate the small discoveries that spark something beautiful every day. In the new campaign, Kate Spade New York transforms New York City into a playful game of hide-and-seek where delight reveals itself in unexpected places, and makes the debut of two-time Grammy-winning artist, Tyla, as the brand's new global ambassador.

"We often think joy has to come from something extraordinary, when in reality it's usually present in moments we almost miss," said Eva Erdmann, CEO and Brand President, Kate Spade New York. "This campaign is a reminder to look closer, be a little more curious, and share those joyful moments with others. That's what Spark Something Beautiful has always been about."

Kate Spade New York Brings People Together from Different Corners of Culture, Who Each Embody a Different Expression of Joy

In addition to starring Kate Spade Global Ambassador, Tyla, who recently debuted her new sophomore album A*POP, the campaign also brings people together from many corners of culture. Together their voices share today's cultural conversation - from music and fashion, to comedy, food and beauty - the campaign celebrates the many different ways joy shows up in everyday life. Each talent represents a distinct perspective, reinforcing that there's no single way to experience, or share joy.

• Bretman Rock , global creator, entrepreneur and host of the podcast, Da Baddest Radio, named to the 2026 TIME100 Creators List
• Dylan Kevitch , TikTok creator known for viral prank calls and comedic content
• Nick Kosir , meteorologist known as the "Dancing Weatherman"
• Kareem Rahma , 2026 TIME100 Creators honoree and host of the Emmy-nominated, culture-defining @SubwayTakes, the viral New York City subway interview series
• Julia Mervis , social media creator known for street-style fashion content, recently named as Cosmopolitan's Social Media Columnist
• Payton Purther , social media creator known for fashion, lifestyle & comedic content
• Sally Carden , social media creator known for her Vlogs and soon to be seen on Netflix's "Earle Meets World"
• 4inthe5 (4 Girls in the 5 Boroughs of NYC), creator collective known for celebrating friendship and ambition within the streets of New York City
• QCP - Gianluca Conte, social media personality and chef
• Ana Sofia , cook and food content creator
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A Citywide Search for Joy

Directed by Rupert Sanders, the hero film transforms a simple game of hide-and-seek into an imaginative journey through New York City. Hidden surprises emerge around every corner, rewarding curiosity and inviting viewers to watch again to uncover new details. What begins as one small moment of laughter grows into a city-wide movement, proving that joy becomes even more beautiful when it's shared.

"Joining the Kate Spade New York family has been a pleasure. We loved creating this campaign together, it was exciting and joyful," said Tyla.

"Joy hiding in plain sight? That's basically my whole personality," said Bretman Rock. "I show up, I'm confident and bold, I've got my chickens--and it works. To me that's the campaign in a nutshell: you don't have to look far for something to smile about, it's usually right in front of you. I love that Kate Spade is encouraging people to be open to finding the joy that surrounds them. So next time when you're feeling down, maybe get up in a tree with your chicken? Period."

The Duo Mini Shoulder Bag Takes Center Stage

At the center of the campaign and the hide-and-seek adventure is the Duo Mini shoulder bag. Designed with Kate Spade New York's signature blend of optimism, versatility and playful sophistication, the silhouette becomes both the catalyst for discovery and a symbol of curiosity throughout the film. Duo Mini featured in the film is now available in seasonal colorways including Beet, Laurel Leaf, Smokey Petal, Driftwood, Hot Fudge, Pomegranate, Giraffe Haircalf and Hot Fudge Metallic in Kate Spade New York stores and online.

Beyond the hero film, the fall global campaign comes to life through social storytelling, creator collaborations, immersive experiences and interactive digital moments that invite audiences everywhere to join the search for joy.