It looks like the Kate Spade brand may have decided on its New Year's resolution: try something new in 2011.
The result? After 18 years of never using a celebrity in its advertisements, the company has tapped a star for its new campaign: Bryce Dallas Howard.
This may be Howard's first campaign, but the brand couldn't have found a more fervent fan of its preppy-meets-witty aesthetic than the "Twilight Saga: Eclipse" star. "The Kate Spade offer came up and I kind of lost my mind," Howard tells WWD. "There's something about that brand that, from a young age, I really, really, really connected with. It was always the thing I wanted for Christmas...since I was 15 or 16. It represents a lifestyle that I always really loved..."
The actress and mother-of-one will appear in the Kate Spade advertisements from spring, where she'll be featured in an array of playful poses in the neon-hued shots (wearing roller skates, riding a bike and shouting into a bullhorn), while dressed in head-to-toe Kate Spade. The newest bag silhouette, the Scout satchel, features in the ads in different sizes and colors.
Deborah LLoyd, president and chief creative officer of Kate Spade, told WWD: "We've been looking for someone to have a partnership with, as opposed to a flirtation. We loved her, and that she grew up with the brand... She's not just a pretty face. She's a multitalented woman, which represented the brand very well."
Check out the Lacoste ad campaign's sleek new look for Spring 2011.