Kate Spade is launching a new label.

The accessories designer is bringing out Kate Spade Saturday for Spring 2013, which is a global lifestyle brand that features apparel, accessories, beauty, and household items with a poppy and playful energy.

Craig Leavitt, president of Kate Spade LLC, said: ''It's meant to capture the spirit of Saturday every day of the week.

''It's meant to capture the spirit of Saturday every day of the week.''

However, he insisted the offshoot is not a diffusion line.

It is aimed at a younger market and priced at about 50 per cent less than the main Kate Spade New York line, Saturday will have a flagship store in Tokyo and freestanding boutiques in Sao Paulo, Brazil, but will only be available in the US via Saturday.com.

Saturday.com will enhance its social networking presence by featuring tweets and images by the brand's fans, while the flagship's many features include iPad stations for instant posting, a handbag customisation area, and a cafe serviced by American food vendors.

Last year, actress Bryce Dallas Howard became the first celebrity face of Kate Spade, appearing in the Spring 2011 campaign.