Katia Kuethe, the brand's new senior director of creative, told the Times, "I think the whole celebrity thing has become very formulaic: the idea of using a celebrity just for the sake of using one. Essentially it's become just paying for exposure. Our brand doesn't have to go there. Mind you, if I find that perfect girl [ed. note: like Bryce Dallas Howard?] that I think could work with our brand long-term in a year or whenever, I'll reconsider, but for now, Kate Spade New York is doing fine without."