07 Oktober 2021 , by SenayanCity
Kate Spade New York is rediscovering the joy of exploring its hometown for Fall 2021 with a dynamic campaign that shines a light on an industry of irrepressible artists who can’t be kept down. As a continuation of its year-long love letter to New York, the brand captures the reemergence of its hometown through a spirited dance number while moving throughout the city streets with a talented cast of New York-based dancers.
Choreographer Dylan Pearce brings his magic once again to the Fall campaign, along with a group of New York performers who bring a renewed sense of optimism to the streets as the city springs back to life. Set to a modern rendition of the classic tune “Downtown,” the performers utilize dance as a mode of transportation, showcasing the brand’s Fall 2021 collection as they make their way around the city, highlighting iconic New York landmarks and iconography along the way.
“New York City is our brand’s hometown and our backyard. It’s a constant source of inspiration, and this season, we’re falling in love with our city all over again,” shared Kate Spade New York Chief Marketing Officer, Jenny Campbell. “Through our continued partnership with Dylan Pearce, we are rediscovering what we love about our city while celebrating the resilience and resurgence of NYC, and encouraging others to do the same. There is a renewed sense of excitement in the air, as we once again have places to go, people to see, and things to do.” “This campaign really inspired me to think about dance in a new way,” said Dylan Pearce.
“Looking at dance as a vehicle - to physically move and explore a city - was such an exciting creative challenge. I love how this campaign captures the joy of travel and movement again, especially after many months spent indoors.” This season, Kate Spade New York continues its mission to put mental health at the heart of its Social Impact work. The brand is building upon its ongoing partnership with The National Council for Mental Wellbeing and will donate an additional $75,000 to provide Mental Health First Aid training, along with mental health education workshops, to New Yorkers within the artistic community. Since the launch of this partnership last season, The National Council for Mental Wellbeing has provided resources, training and education that allow individuals to better support their community, friends and family members who may be experiencing a mental health challenge.
“We are so proud to expand our partnership with The National Council for Mental Wellbeing this Fall,” continues Jenny Campbell. “This donation is an important piece of our love letter to New York, allowing us to continue to support the local community who has given so much of themselves during the pandemic to create joy and optimism.” Kate Spade New York will amplify the Fall 2021 campaign via large-scale out-of-home advertising placements across New York City, including billboards in Midtown West and in Soho, running on digital bus shelters up Fifth Avenue in Manhattan, and full subway station takeovers at Rockefeller Center, Columbus Circle and Broadway/Lafayette. The brand will also be activating on TikTok with a unique hashtag challenge and will be inviting the TikTok community from around the globe to show what they love about their cities. The challenge will launch with creators Kelli Erdmann (@happykelli) and Alex Wong (@alexdwong) dancing through New York City, taking viewers to their favorite neighborhoods and iconic city spots.
The Fall campaign also heroes the next iteration of the brand’s iconic Spade Flower Jacquard collection, this season created in a graphic black and cream print, accented with a bold red and pink color-block stripe down the front. The Spade Flower Jacquard group is now available in a variety of shapes and styles, including a weekender duffle and bucket shape bag new for the season, in addition to a wide range of handbag silhouettes and sizes to fit the customer’s unique lifestyle. This new collection continues the partnership with Limonta, the family-owned mill in northern Italy that has produced jacquard for over 100 years. The campaign will launch on September 1, 2021 across Kate Spade New York’s website and social channels, through paid social and OOH advertising.
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