Japanese star Naomi Watanabe lands Kate Spade campaign

Naomi Watanabe in Kate Spade campaign. Courtesy of Kate Spade

Japanese star Naomi Watanabe is fronting a quirky new campaign for Kate Spade.

The comedian, actress, and fashion designer, who became known as the "Japanese Beyonce" after she imitated Beyonce Knowles back in 2008, has been selected to headline the spring 2020 imagery for the fashion and accessories brand.

In addition, Kate Spade bosses have tapped Naomi to be the label's global ambassador for the upcoming year.

"At Kate Spade New York, 2020 is about celebrating how women express their own spirit and personal style through our brand," said Nicola Glass, creative director of Kate Spade New York. "To us, Naomi represents all women. Her humour and love of life perfectly align with our brand values, and she makes our product shine. Together, we hope to continue inspiring multi-generational self-styled and self-motivated women to live their lives with substance, sophistication and a smile."

For debut gig, Naomi appears in the brand's fun handbag campaign, which highlights new versions of the popular Margaux design. One image sees the 32-year-old clutching a striped version of the purse, while another sees her pretending to bite the handles.

"As the embodiment of confidence, joy, and originality, Naomi's passion for life is inclusive - she encourages women to express their individuality every day," a brand representative added.

As well as her Kate Spade campaign, Naomi is also starring alongside American actor Tommy Dorfman in Fendi's new #BaguetteFriendsForever film, which promotes the Italian label's famed Baguette bag.

© Cover Media