Jonathan Saunders to lead Kate Spade creative after &Other Stories exit

Kate Spade New York has appointed Jonathan Saunders as Executive Creative Director, effective 26 August, shortly after his departure from H&M Group-owned &Other Stories.

Saunders will direct product design and the visual identity of the accessible luxury brand, reporting to Kate Spade President and CEO Eva Erdmann. He will relocate to New York for the role, and work from its Hudson Yards headquarters.

The Scottish designer has spent more than two decades working with fashion businesses including Alexander McQueen, Diane von Furstenberg, Calvin Klein, Tiffany & Co. and Pucci. He also founded his namesake label in 2003.

“Kate Spade is iconic, and it’s an honor to step into a brand that has such a strong identity and deep emotional connections,” Saunders said in the company announcement.

“The brand has a genuine point of view, rich brand codes steeped in its 30-year history, and infinite potential. I’m looking forward to immersing in the brand heritage and connecting that soul with today’s consumers.”

Kate Spade added that the Glasgow native and Central Saint Martins graduate "speaks our language: color, youthful femininity, and the unexpected detail that turns every day into something beautiful."

Kate Spade works to restore growth

Saunders joins as parent company Tapestry works to restore growth at Kate Spade, which it acquired in 2017. Sales fell 11% to $839.8 million during the nine months ended 28 March as the business reduced price promotions.

Erdmann, who became Kate Spade President and CEO in October 2024, has been repositioning the brand around its established codes of colour, femininity and wit. Saunders has been tasked with translating that heritage for younger consumers while making its products more recognisable.

Tapestry has pointed to early progress in customer acquisition. President and CEO Joanne Crevoiserat said in May that Kate Spade welcomed 400,000 new customers during its third quarter, while cautioning that turnarounds take time and do not follow a linear path.

Saunders completes & Other Stories transition

Saunders joined & Other Stories in spring 2025 as its first Chief Creative Officer, overseeing creative direction across product and brand expression. His work included the AW25 “A New Brand Spirit” campaign, which introduced a refreshed logo and tone of voice.

His departure was announced in June, with the retailer saying he had decided to go back to the US to be nearer his family. He is due to remain with the business until mid-August to support its transition.

&Other Stories had not named a successor when it announced his departure.