Kate Spade New York welcomes summer with a new seasonal concept that evokes a sense of transformation from the everyday.
The brand invites its global community to enter a “Cabana State of Mind,” with a seasonal concept that celebrates the arrival of summer, introduces a TikTok hashtag challenge, and kicks off a series of immersive pop-up experiences meant to spark and spread joy for brand fans across the world.
This May, Kate Spade New York unveils Kate Spade Cabana – a new seasonal concept that will return each summer moving forward – celebrating the spirit of escape that one feels at the beginning of summer, and everything and anything striped, palm-printed and beach-ready.
Continuing Kate Spade New York’s ‘Year of Celebration’ narrative, the Cabana storyline will come to life for consumers around the globe through a series of pop-ups in New York City, London, Singapore and Malaysia. Starting May 20, in New York City, the brand invites its community to join for an immediate dose of sun, relaxation and play to kick-start the summer season.
Guests will step into the green and white striped Kate Spade Cabana to browse and shop tropical-fruit-patterned short sets, pom-pom-trimmed caftans, sun shifts and bucket hats in stripes, florals and palm prints, embroidered and embellished woven straw totes, and sandals and heels in graphic stripes and citrus motifs. From the city to the beach – and everything in between – the Kate Spade Cabana collection lends sunny looks with an even sunnier perspective.
In tandem with the launch of the pop-up series, the brand will launch a kate spade Cabana campaign shot by Sean Thomas. Featuring models Sabina Karlsson, Liz Kennedy, Lou Schoof, Halimotu Shokunbi, Judith Ann Warren and Kuma the pug, the vibrant summer 2022 campaign tells a story of escape and transformation juxtaposed against the city streets of New York.
To extend the summertime fun, the brand has partnered with TikTok creators – including Drea Okeke (@dreaknowsbest) and Dylan Mulvaney (@dylanmulvaney) – through a hashtag challenge with an augmented reality filter that encourages creators to “transform” from their everyday into a cabana state of mind. Users in North America can follow along #katespadenycabana to share their own transformation into a cabana aesthetic, and global creators will make content to express cabana as a state of mind.
“Through our Cabana storyline, we set out to make our community around the globe feel an authentic connection to the brand. We love the idea that anyone, anywhere can walk into a cabana and transform their state of mind,” said Jenny Campbell, Chief Marketing
Officer of kate spade new york. “The Cabana collection represents the best of kate spade’s full lifestyle offering, and we are excited to bring it to the consumer through an innovative, story-driven shopping experience.”
The Cabana experience will be accessible globally on the brand’s digital channels offering an immersive virtual experience on both Katespade.com and the brand’s surprise site.
The kate spade Cabana assortment will launch on the kate spade surprise site on May 18, offering early access to dedicated brand fans, followed by a broad launch in specialty stores and on katespade.com on May 20.
