In May 2022, thousands of Ulta Beauty subscribers opened their phones to a subject line that made their stomachs drop: "Come hang with Kate Spade." It was meant to promote a new fragrance. A cheery invite. A play on words. Except, for anyone who remembered the tragic 2018 passing of the iconic designer, it wasn't cheery at all. It was a PR nightmare that immediately went nuclear on social media.
Honestly, it’s one of those moments that marketing professors will probably be dissecting for the next decade. How does a massive corporation with layers of approval processes miss something so glaringly insensitive? It’s not just about a bad pun. It’s about the massive gap between "automated content" and human empathy.
The Email That Broke the Internet
The backlash was instant. People weren't just annoyed; they were genuinely hurt. Kate Spade, the person, wasn't just a brand name to her fans. She was a woman who had built a colorful, joyful world while privately struggling with the depression that led to her death by hanging. To see those specific words used to sell a "Sparkle" perfume felt like a punch in the gut.
Twitter (now X) erupted. Users called it "disgusting" and "horrific." Most of the shock centered on the approval chain. How many people saw that subject line before it hit the "send" button? A copywriter wrote it. A manager likely saw it. An automated system probably scheduled it. Yet, the literal meaning of the words "come hang" in the context of Kate Spade’s death didn't register until it was in the inboxes of millions.
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Ulta’s Rapid Response
Ulta Beauty didn't hide. They couldn't. Within 24 hours, they issued a formal apology that was surprisingly direct for a corporate statement. They admitted it was an "insensitive choice of words" and a "truly an error with no intent to do harm." They even apologized directly to the Spade family.
The brand stated:
"Mental health is a very serious, important issue in this country, and not something we would ever take lightly."
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But the damage was done. The phrase come hang with Kate Spade became a cautionary tale about the dangers of "set it and forget it" marketing. It’s a reminder that when we treat human beings like data points and brand names like mere keywords, we lose the thread of actual humanity.
Why This Still Matters in 2026
You might wonder why we're still talking about an email from years ago. Well, look at the landscape now. We are more reliant on AI and automation than ever before. In 2026, brands are using predictive algorithms to write subject lines in real-time. If those systems aren't fed the "human" context—the tragedies, the sensitivities, the nuance—mistakes like the Ulta blunder will keep happening.
It’s about more than just avoiding a PR crisis. It’s about "Brand EQ" (Emotional Quotient). Kate Spade New York, the brand, has actually done a lot of work since 2018 to distance itself from this kind of noise. They’ve poured millions into mental health awareness and "social wellness" for women. Their 2025/2026 "Spark Something Beautiful" campaign, featuring stars like Charli D’Amelio and Laufey, focuses on the power of togetherness and friendship.
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The Evolution of the Kate Spade Brand
Despite the Ulta slip-up, the Kate Spade brand under Tapestry, Inc. has managed to stay relevant by leaning into genuine connection. They’ve moved away from just selling "stuff" and toward selling "moments."
- The Duo Bag: Their big 2026 push isn't just a bag; it's marketed as a companion for "meaningful moments" with friends.
- Experimental Pop-Ups: From floral food carts on Broadway to "experiential" lounge spaces, they want you to literally come hang—but in a way that honors the legacy of joy, not the tragedy.
- Social Impact: They’ve committed to providing 100,000 women with mental health support by 2025/2026.
Lessons for Content Creators and Brands
If you’re running a business or even just a small social media account, there are some pretty heavy takeaways here. First, check your puns. If a phrase has a double meaning, assume the internet will find the worst one. Second, know your history. If you’re partnering with a legacy brand or talking about a public figure, you have to know the dark parts of their story as well as the bright ones.
The "come hang" incident was a failure of research and a failure of empathy. It’s a lesson in the "human check." Before you post, ask yourself: If I were the family of the person I'm mentioning, how would I feel?
Moving Forward With Intention
We live in a fast-paced digital world, but speed shouldn't come at the cost of respect. The Kate Spade brand continues to be a powerhouse of New York style because it represents a certain kind of optimistic, "everyday" luxury. To keep that magic alive, the industry has to remember that behind every logo is a human story.
If you’re looking to engage with the brand today, skip the old controversies and look at what they’re doing for mental health advocacy. That's where the real legacy is being built.
Practical Next Steps for Brand Safety
- Conduct a Sensitivity Audit: Regularly review automated email sequences and scheduled social posts for phrases that could be misinterpreted.
- Human Over AI: Never let an AI tool or an automated template have the final word on high-impact copy like subject lines.
- Invest in Context: Ensure your marketing team is well-versed in the history and "brand DNA" of the companies they represent.
- Support the Cause: Instead of just following the fashion, look into the Kate Spade New York Foundation’s work with organizations like Girls Who Code or The Trevor Project to see how they are turning a tragic history into a helpful future.