Gen Z shoppers aged 14 to 29 are increasingly returning to physical stores, reshaping retail priorities. Retailers are responding with immersive store designs, exclusive pop-ups and limited drops to attract young consumers seeking in-person experiences. Urban Outfitters is expanding its Gen Z-focused store format to seven more US locations this year, following debuts in Houston, Glendale and Bethesda in 2025. The new layout features brighter fitting rooms, expanded beauty inventory and what the company calls "a more immersive and tailored shopping environment". Elizabeth Lafontaine, director of research at Placer.ai, said "the resurgence of the mall category directly correlates with Gen Z shoppers' desire for community and in-person connection". Young shoppers view malls as social destinations where they can spend time with friends, combining shopping with dining and experiences beyond online browsing.

Tyla named Global Brand Ambassador for Kate Spade New York. July 29, 2026 Celebrity Name: Tyla Deal Type: Global Brand Ambassador Announced: July 28, 2026 * Kate Spade New York has named Tyla its new global brand ambassador, fronting the label's fall 2026 campaign. * The partnership centers on Kate Spade's "Spark Something Beautiful" ethos and nods to Tyla's second album, A*POP. * The deal covers brand campaigns, social content, and in-store advertising worldwide. * The announcement comes days after Tapestry named Jonathan Saunders as Kate Spade's new executive creative director, part of a push to reverse falling sales. Kate Spade New York has a new face: two-time Grammy winner Tyla. The South African singer will front the brand's fall 2026 campaign, marking her debut as the label's global brand ambassador. The campaign builds on Kate Spade's "Spark Something Beautiful" ethos and nods to Tyla's second album, A*POP, released in July. The partnership will run across brand campaigns, social content, and in-store advertising worldwide. Eva Erdmann, CEO and brand president of Kate Spade New York, said Tyla embodies the joy and confidence the brand stands for, calling the timing pivotal given the singer's new album and expanding global profile. Tyla's rise has been fast. Her breakout single "Water" made her the youngest African artist to win a Grammy, taking Best African Music Performance in 2024; she repeated the win in 2026 for "Push 2 Start." Her single "Chanel" has drawn more than 150 million video views. Beyond dolls, her endorsement portfolio already spans Alo and Beats By Dre (both since April 2024) and Bose (since September 2024), alongside more recent tie-ins with Nike, Pandora, and H&M. For Kate Spade, the Tyla deal continues a pattern of enlisting culturally resonant names, following past endorsements from Ice Spice, Nicola Coughlan, Madison Thompson, Madison Beer, and Taraji P. Henson. The signing also arrives as parent company Tapestry works to turn around a prolonged sales slide at Kate Spade. Just a week earlier, on July 22, Tapestry named Jonathan Saunders as the brand's new executive creative director, tasking him with modernizing its youthful, feminine identity. Kate Spade's bet on Tyla follows the same playbook: pairing a rising global pop voice with a brand looking to recapture cultural relevance. This is less about a single campaign and more about Kate Spade trying to buy back relevance. Sales have slipped for successive quarters, and the brand is now stacking two big bets in one month: a new creative director to reshape the product, and a global pop star to reshape the image. Tyla isn't just lending her face; she's arriving mid-momentum, fresh off a new album, a world tour announcement, and a viral doll drop, which means Kate Spade gets visibility it isn't paying extra for. It also fits a wider 2026 pattern: fashion houses increasingly want artists whose personal style already carries weight, rather than traditional models or actors. Bad Gyal at Dsquared2 and ROSÉ at Levi's tell the same story from different angles. Can a single ambassador actually move the needle on a brand's sales slump, or does it need to pair with real product change? Does tying the campaign to Tyla's A*POP era risk the partnership feeling dated once her album cycle winds down? Does this signal Kate Spade is chasing a younger, more global customer than its traditional base?

Kate Spade New York appoints Tyla as new global ambassador. The Grammy-winning artist will front the brand's upcoming campaign, aligning with its 'Spark Something Beautiful' ethos and her new album. 9 hours ago Kate Spade New York has named South African singer Tyla as its global brand ambassador, with the two-time Grammy winner set to front the brand's fall 2026 campaign. Tyla will make her debut in the campaign, which the brand says centres on its "Spark Something Beautiful" ethos and nods to her second album, '"A*Pop," released in July. The partnership will run across brand campaigns, social content and in-store advertising, according to Kate Spade. "Tyla radiates what Kate Spade New York is all about: joy, optimism, and a confidence that lifts everyone around her," said Eva Erdmann, CEO and brand president, Kate Spade New York. "From her music to her personal style, she makes people feel something. That's rare. And she's doing it at a pivotal moment in her career - a new album, a new chapter, and the world watching. We're thrilled to have her with us as we spark something beautiful, together." Tyla's "Chanel" single has drawn more than 150 million video views. She won her first Grammy in 2024 for "Water" and a second in 2026 for "Push 2 Start," both in the best African music performance category. A new era at Kate Spade New York. The signing comes as owner Tapestry, the US group that also owns Coach, works to reverse a prolonged decline at Kate Spade, whose sales have fallen for successive quarters. On July 22, Tapestry announced the appointment of Jonathan Saunders as Kate Spade New York's newest executive creative director. He will be responsible for modernising the brand's signature style of youthful femininity. "Jonathan shares our consumer obsession, and he understands the heart of our brand. He's also a collaborative leader and I'm excited to work together to introduce an uplifting vision of luxury to a new generation of consumers," Erdmann said. Kate Spade