Tyla Joins Kate Spade New York to Turn City Streets Into a Game of Hide-and-Seek

Directed by Rupert Sanders, the hero film depicts a citywide game of hide-and-seek, positioning the brand’s new Duo Mini shoulder bag as a symbol of curiosity. The campaign eschews polished artifice in favor of spontaneous, relatable moments, encouraging consumers to find beauty in their immediate surroundings. Eva Erdmann, CEO and Brand President, noted that the project serves as a reminder to remain curious and share fleeting moments of delight with others.

To amplify this message, the brand has assembled a diverse cast of cultural figures, including creator Bretman Rock, meteorologist Nick Kosir, and Subway Takes host Kareem Rahma. Each participant brings a distinct perspective to the campaign, reinforcing the idea that joy manifests differently across fashion, comedy, and food. The featured Duo Mini bag is now available in various seasonal colorways, including Beet, Laurel Leaf, and Hot Fudge, both in-store and online.