Fashion house kate spade new york unveils its Spring/Summer 2025 global brand campaign, “To The Ones Who Carry Us,” starring Grammy-nominated Artist, Ice Spice, and dancer and multi-faceted social media star, Charli D’Amelio. Introducing a bold, seasonal campaign that embraces a fresh aesthetic to connect to younger audiences, the campaign celebrates the universal roles friends play in a girl’s life with creative scenes that bring modern, relatable energy to the brand.
“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.’”
Set in a vibrant cityscape, the film captures the energy of Gen Z’s bold, fast-moving lives—and the fierce friends who carry them through it all. At the centre is Deco: a versatile essential that seamlessly transitions from day to night, casual to polished, proving one bag can do it all. From the post-breakup pep talker to the friend group unifier, the campaign celebrates those who show up, stand out, and make every moment count.
Ice Spice shared her thoughts on the campaign, saying, “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. 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.”
On the other hand, Charli D’Amelio shared, “I’m so excited to partner with kate spade new york. 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.”
The Deco handbag steps boldly into the spotlight, reimagined for the season in standout Spring/Summer colourways—Blue Multi Denim, Jungle Vine, Sweet Cream and Apricot Cream. A modern expression of kate spade’s design DNA, Deco fuses clean lines, minimalist form, and effortless, everyday luxury. It’s made for the one who carries more than just her essentials—she carries her world, and often, everyone else’s too.
The Spring/Summer 2025 collection is now available to shop with new styles continuing to roll out through spring and summer in-stores.
