Kate Spade New York has released its spring 2025 global brand 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 campaign, aimed at connecting to a younger audience, 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, chief executive officer 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.”

The latest campaign spotlights the Deco Chain Shoulder Bag in two new seasonal colorways.

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 center is Deco, a versatile essential that transitions from day to night and casual to polished.

From the post-breakup pep talk to the friend group unifier, the campaign celebrates those who show up, stand out and make every moment count. The Deco bag comes in blue multi denim, jungle vine, pistachio and apricot cream.

The campaign was directed by Henry Scholfield, photographed by Micaiah Carter, and styled by Emmanuelle Youchnowski. Marcel is the creative agency, Mandai Loop handled creative strategy, and Olivier Dubocage was the producer.

“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,” said Ice Spice, the 25-year-old rapper.

“I’m so excited to partner with Kate Spade New York,” said the 20-year-old 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,” said D’Amelio. With over 155 million followers, D’Amelio is the second most-followed person on TikTok, as of 2025.

The spring 2025 collection is available to shop in stores and online, with new styles continuing to roll out through spring and summer. The campaign appears on Kate Spade New York’s owned channels, digital media and out-of-home advertising.