Kate Spade New York names Allison Badea as CMO

Kate Spade New York has appointed Allison Badea as its new chief marketing officer. 

The appointment was announced by the brand on LinkedIn, where Kate Spade New York said it is focused on “reigniting the magic” of the brand by deepening its understanding of consumers and creating more meaningful connections.

Badea joins Kate Spade New York from L’Oréal, where she most recently served as global senior vice president of brand experience for Maybelline New York. During her tenure at the beauty group, she also held leadership positions at Kiehl’s, Lancôme and Biotherm, and previously served as general manager of Giorgio Armani U.S.

“A brand that can understand consumers, be present in their lives, and spark joy in the everyday is powerful,” said Badea. “Kate Spade New York has always understood that joy isn’t just an indulgence — it’s essentially human. This brand has believed in that value since the ’90s, and I’m eager to think about how we can re-enchant consumers craving optimism and connection in today’s world.”

The appointment comes as Kate Spade looks to regain momentum. In parent company Tapestry’s third quarter of fiscal 2026, the brand reported a 10 percent year-on-year decline in net sales, in stark contrast to Coach, which recorded 31 percent growth during the same period.