Tyla on Her Latest Album and Fashion Campaign
We caught up with the star on all things South African style, ‘A*POP’ and why joy is at the center of everything she creates.
Tyla is the pop superstar all over our feeds right now, and she’s showing no signs of slowing down. From her breakout single “Water” in 2023 shooting her to stardom, to her viral red carpet looks (remember that Met Gala sand dress by Balmain), Tyla has become one of music’s most captivating rising forces, and her influence now extends far beyond the studio.
After recently dropping her second studio album A*POP, the South African artist was officially named Kate Spade’s newest global brand ambassador, joining the label’s “Spark Something Beautiful” platform and bringing her signature blend of confidence and style to the fashion house.
Kicking off with Kate Spade’s Fall 2026 campaign, the year-long partnership celebrates the everyday moments that inspire joy, with Tyla fronting the playful vision of optimism and self-expression. As she prepares to enter a new chapter with the release of her highly anticipated album, Tyla sat down with Hypebae to discuss her evolving style, the intersection of music and fashion and what it means to embrace joy on her own terms. Read on for the full interview.
View this post on Instagram
Your track “Water” shot you to fame in 2023. Can you tell us about the song and what was going through your mind at the time?
When we were working on music, I knew I wanted a summer song, but the best decision I could’ve ever made was to pour water down my back because the dance went viral after that.
Would you say your South African heritage influences your fashion?
Growing up in South Africa, style and music were never separate; you dressed for the feeling, so it absolutely influences my fashion.
You’re Kate Spade’s new brand ambassador. Can you tell us a bit about the partnership, how it came about and why it felt right to you?
This is such an exciting time for me, I’m entering a new era with my sophomore album A*POP, and Kate Spade was such a good fit.
The campaign title is “Spark Something Beautiful.” What does this mean to you?
For me, it’s about the small things, anything that instantly lifts my mood.
What are some of your favorite Kate Spade styles for the upcoming season?
I love The Duo Mini, it’s my new favorite little bag when I don’t want to carry too much for a night out.
Your new album just dropped. Can you tell us a bit about the record, the process and inspirations behind it?
It’s African pop, and to me, African music is pop music. I wanted to connect with my inner child while making this album, so a lot of my inspiration came from what I wanted to hear growing up as a young girl in South Africa.
What or who are you currently obsessed with?
Everything A*POP! It’s feathers, neon colors, crop tops, tanks; that’s the vibe right now.
What can we expect from you in the future?
I just announced the A*POP World Tour. I can’t wait to see all my Tygers around the world! I’m so excited to perform this album for them.
