Kate Spade New York has launched its spring 2025 world model marketing campaign titled “To The Ones Who Carry Us,” starring Grammy-nominated artist Ice Spice and dancer and multifaceted social media star Charli D’Amelio.
The marketing campaign, geared toward connecting to a youthful viewers, celebrates the common roles buddies play in a lady’s life with artistic scenes that convey fashionable, relatable vitality to the model.
“This marketing campaign is a vibrant love letter to the chums who form a lady’s life,” stated Eva Erdmann, chief govt officer and model president of Kate Spade New York. “Since becoming a member of the model, we’ve been exploring new significant methods to attach with a youthful viewers. In a world the place digital interactions usually overshadow real connections, the profound bond of friendship turns into, greater than ever, an indispensable anchor. Kate Spade New York’s newest marketing campaign celebrates fierce buddies: those who present up, have your again, and brighten the on a regular basis. As Kate Spade herself as soon as stated, “A great pal is like the proper purse — all the time by your aspect, effortlessly lifting your spirit, and making each journey just a little extra fabulous.”
The most recent marketing campaign spotlights the Deco Chain Shoulder Bag in two new seasonal colorways.
The Deco Chain shoulder bag.
Courtesy of Kate Spade New York
Set in a vibrant cityscape, the movie captures the vitality of Gen Z’s daring, fast-moving lives — and the fierce buddies who carry them via all of it. On the heart is Deco, a flexible important that transitions from day to nighttime and informal to polished.
From the post-breakup pep discuss to the pal group unifier, the marketing campaign celebrates those that present up, stand out and make each second depend. The Deco bag is available in blue multi denim, jungle vine, pistachio and apricot cream.
The marketing campaign was directed by Henry Scholfield, photographed by Micaiah Carter, and styled by Emmanuelle Youchnowski. Marcel is the artistic company, Mandai Loop dealt with artistic technique, and Olivier Dubocage was the producer.
“Rising up in New York, I’ve all the time been a fan of Kate Spade and their iconic designs. This marketing campaign was thrilling to me as a result of it’s all about celebrating friendships,” stated Ice Spice. “My buddies imply all the things to me — they preserve me grounded, particularly my sister and cousins. They’re those I name after I’m homesick, after I’m hyped, or after I simply must be reminded of who I’m and the place I got here from,” stated Ice Spice, the 25-year-old rapper.
Ice Spice and Charli D’Amelio in a spring advert marketing campaign for Kate Spade New York.
Courtesy shot
“I’m so excited to accomplice with Kate Spade New York,” stated the 20-year-old D’Amelio. “I’ve liked the model for years particularly how its fashionable designs permit me to specific my very own private model. I feel it’s actually cool to see how this marketing campaign celebrates the ability of friendship and the enjoyment it brings. It makes me consider the lifelong friendships I’ve that began as a toddler, rising up, going to high school collectively, being in the identical dance firm, or new buddies I’ve met via work or transferring to new cities — I’m so grateful to have had the wonderful alternative of forming friendships with new individuals alongside the best way,” stated D’Amelio. With over 155 million followers, D’Amelio is the second most-followed individual on TikTok, as of 2025.
The spring 2025 assortment is on the market to buy in shops and on-line, with new kinds persevering with to roll out via spring and summer season. The marketing campaign seems on Kate Spade New York’s owned channels, digital media and out-of-home promoting.
