Kate Spade taps Ice Spice and Charli D'Amelio for spring 2025 campaign
Dubbed 'To The Ones Who Carry Us,' the campaign spotlights the universal roles friends play in a girl's life. At the center of the campaign is the Deco Chain Shoulder Bag, available in new seasonal colorways including Blue Multi Denim, Jungle Vine, Pistachio, Sweet Cream and Apricot Cream.
This campaign is a vibrant love letter to the friends who shape a girl's life,' said Eva Erdmann, CEO and brand president of Kate Spade New York.
'Since joining the brand, we've been exploring new meaningful ways to connect with a younger audience. In a world where digital interactions often overshadow genuine connections, the profound bond of friendship becomes, more than ever, an indispensable anchor. Kate Spade New York's latest campaign celebrates fierce friends: the ones who show up, have your back, and brighten the everyday. As Kate Spade herself once said, 'A good friend is like the perfect handbag – always by your side, effortlessly lifting your spirit, and making every adventure a little more fabulous.''
Aimed at connecting with a younger audience, the campaign introduces a fresh visual aesthetic and emotional storytelling that reflect the fast-moving, interconnected lives of Gen Z. Set against the backdrop of a bold urban cityscape, it highlights creative scenes that bring modern, relatable energy to the brand.
'Growing up in New York, I've always been a fan of Kate Spade and their iconic designs. This campaign was exciting to me because it's all about celebrating friendships,' said Ice Spice. 'My friends mean everything to me—they keep me grounded, especially my sister and cousins. They're the ones I call when I'm homesick, when I'm hyped, or when I just need to be reminded of who I am and where I came from.'
'I'm so excited to partner with Kate Spade New York,' added Charli D'Amelio. 'I've loved the brand for years, especially how its modern designs allow me to express my own personal style. I think it's really cool to see how this campaign celebrates the power of friendship and the joy it brings. It makes me think of the lifelong friendships I have that started as a child, growing up, going to school together, being in the same dance company, or new friends I've met through work or moving to new cities – I am so grateful to have had the amazing opportunity of forming friendships with new people along the way.'
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