Designer retailer Kate Spade New York is pirouetting into the world of TikTok for the first time with a joyful, dance-filled summer campaign, intended as a love letter to New York City and its performing artists, whose livelihoods have been among the hardest-hit by the pandemic.
For the month-long digital and social campaign, which launches today, Kate Spade assembled Radio City Music Hall choreographer Dylan Pearce, singer-songwriter Ines Nassara and a cast of New York-based dancers—many of whom have been out of work during the past year—for an energetic, inspiring rendition of Judy Garland’s classic “Get Happy.”
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In the 1:11-minute film, we see masked people on the streets of New York going about their everyday business until they break out in dance and twirl, leap and kick across the city, ending up in Washington Square Park. The dancers are dressed in the bright checkered and flowered silhouettes of Kate Spade’s 2021 summer collection, as well as the green Spade Flower Jacquard collection.