American fashion house Kate Spade New York has invited actresses Taraji P. Henson, Nicola Coughlan and Marsai Martin to star in its AW24 campaign and to spearhead the launch of the brand’s new Global Fund for Women’s Mental Health.
Founded by Kate and Andy Spade in 1993, the brand launched a line of handbags at a small boutique in the Soho neighbourhood of Manhattan the same year. Kate Spade New York carved out a unique space in the fashion industry, building a reputation as a coming-of-age brand for an entire generation of young women. Kate Spade, an editor-turned-designer, sought out joy in her pieces with bright colours, sleek silhouettes and fun details like the brand’s signature ace of spades. Spade remained at the forefront of her eponymous label until her tragic death in June of 2018, and the brand continues to honour her legacy through her legacy as a designer and support for women’s mental health organisations.
The AW24 collection sees the return of the brand’s most famous designs, the Spade Flower Jacquard assortment. Woven onto the jacquard fabric, the pattern and highly textured material have become synonymous with the Kate Spade brand over the years and as recognisable as any monogrammed print. Elsewhere in the collection, the brand plays with its own signature codes, reimagining classic prints and silhouettes through modern sensibilities and enduring style.
Alongside the campaign, Taraji P. Henson, Nicola Coughlan and Marsai Martin have also helped to create a short film to introduce the Global Fund for Women’s Mental Health. The new initiative will focus on cultivating joy by investing in mental health solutions for women around the world. The video will premiere during NYFW at Kate Spade’s third annual Global Summit on Women’s Mental Health.
“At Kate Spade, we believe in expressing joy through style that goes beyond what you’re wearing”, says Jennifer Lyu, SVP and Head of Design at Kate Spade New York. “And while joy is something universal, it is also so personal. We are thrilled to partner with Taraji, Nicola and Marsai—three bold, powerful, dynamic women—as we unveil our Fall 2024 campaign.”
Kate Spade has invested more than $31M in women’s mental health initiatives globally, making it one of the world’s largest corporate funders. With this new launch, the brand reaffirms its stance that mental health is a fundamental right for everyone and a fundamental key to women’s empowerment. Through the Global Fund for Women’s Mental Health the brand seeks to help community-led, culturally competent mental health solutions for women, preparing to distribute grants to non-profits that focus programming on women’s mental health challenges across North America, the UK, Japan and Australia in its first year.
“As a brand rooted in joy—and with over a decade of work at the intersection of women’s mental health and gender equity—Kate Spade New York is both authentic and unique in our approach to addressing the global mental health crisis for women and girls,” says Taryn Bird, Executive Director of Social Impact at Kate Spade New York. “It’s an issue very personal to our brand, and we have continued to double down on our efforts each year. While we are proud of the work we have done thus far, there is much more work to be done and we can’t do it alone. Through community, collective effort and fundraising, we can make a greater impact for women around the world. The launch of the Global Fund for Women’s Mental Health marks a new milestone in our journey, as we invite other like-minded brands and individuals to join us in our mission.”
The AW24 collection will launch on September 5th. Visit kate.spade.com/social-impact to learn more about the brand’s social impact work.
