Lifestyle Style Rachel Brosnahan's Campaign Photos for Late Aunt Kate Spade's Label Frances Valentine: See Them All The Marvelous Mrs. Maisel actress, 28, pays tribute to her late aunt by starring in the spring campaign for Kate's fashion label Frances Valentine — here are all the behind-the-scenes details and fun facts about the photo shoot By Sharon Kanter Published on January 30, 2019 03:48 PM Share Tweet Pin Email Trending Videos 01 of 09 Rachel Brosnahan's Tribute to Her Aunt Kate Spade Maggie Cepis for Frances Valentine The award-winning star of The Marvelous Mrs. Maisel is the new face of the spring campaign for Frances Valentine, the label Kate Spade founded in 2016. Not only is the actress, 28, one of the brand’s most loyal supporters, she’s also the niece of the late designer, who tragically died by suicide at the age of 55 in June 2018. Shown wearing the Shopper Tote, $398; francesvalentine.com. 02 of 09 How the Campaign Came to Be Maggie Cepis for Frances Valentine When it came time to casting the campaign for spring, turning to Kate’s niece was an obvious choice. “She’s always been very close to Katy, and she’s been a part of the company since the beginning,” Elyce Arons, now the CEO of Frances Valentine, says of Brosnahan. “She said yes to the idea, and here we are!” Shown holding the Small Chloe, $298; francesvalentine.com. 03 of 09 Why a Family Member Is a Meaningful Choice for the Label Maggie Cepis for Frances Valentine The label has always had family at the heart of it. Kate founded Frances Valentine with her husband of 24 years, Andy, 56, as well as Elyce Arons, who was her best friend since they were college freshmen. The designer also named it after her daughter, Frances Beatrix (“Bea”), 13. Shown wearing the Mini Midge Bag, $198; francesvalentine.com. 04 of 09 In Rachel's Words Maggie Cepis for Frances Valentine “In the wake of Katy’s passing, my family and I were so overwhelmed and encouraged by the love and support we received from those who were touched by Katy’s work, many of whom were strangers from around the world,” she tells PEOPLE exclusively in this week’s issue. “When you lose someone you love, you search for boundless ways to keep their memory alive. This felt like a way to do that through her beautiful creations and an opportunity to share them with all of those who her work meant so much to." Shown holding the Arielle Basket Bag, $295; francesvalentine.com. 05 of 09 Her Aunt Named This Bag the Midge Maggie Cepis for Frances Valentine In this campaign shot, the actress holds a square yellow satchel named the “Midge.” Kate actually named it after her niece’s beloved character on Maisel after the first season was released in 2017, before Kate’s death. It now comes in a variety of colors, from light blue to pink. Shown wearing the Mini Midge Bag, $198; francesvalentine.com. 06 of 09 Mirror Image Maggie Cepis for Frances Valentine The photos, taken by Frances Valentine art director Maggie Cepis, are reminiscent of Kate’s signature look. With an undone bun, stacks of beautiful baubles, colorful bags in her hand and in a vintage-inspired ensemble, Brosnahan is a mirror-image of her aunt. Shown holding the Betsy Basket Bag, $295; francesvalentine.com. 07 of 09 Inside the Shoot Maggie Cepis for Frances Valentine The photographs were shot in one of Kate’s favorite places, her Frances Valentine New York showroom overlooking Bryant Park. “It has really high ceilings, and all of Katy and Andy’s art is up everywhere,” says Arons. “It’s such a beautiful space to be in.” Shown wearing the Jude flats, $245; francesvalentine.com. 08 of 09 The Shoot Involved Kate's Favorite Music Maggie Cepis for Frances Valentine A playlist that Kate, Andy and Arons put together for the showroom featuring Kate’s favorites songs by John Lennon, Joni Mitchell and the Rolling Stones played in the background during the shoot. “I couldn’t keep a smile off my face, it was such a fun day,” says Arons. Shown holding the June Hobo, $428; francesvalentine.com. 09 of 09 Closing Thoughts Maggie Cepis for Frances Valentine “I think it’s more meaningful than any other campaign we’ve done because it’s [Rachel], and she was so close to Katy,” says Arons. “I know it would really make Katy smile.” Adds Brosnahan: “I feel so privileged to partner with Frances Valentine to showcase their spring collection in celebration of my Aunt Katy’s life, legacy and love of fashion.” Shown holding the Honeypot Basket, $195; francesvalentine.com.