Ice Spice, Charli D'Amelio Star in Kate Spade's Spring 2025 Campaign

Kate Spade New York has launched its Spring/Summer 2025 global campaign, 'To The Ones Who Carry Us,' featuring Grammy-nominated artist Ice Spice and social media star Charli D’Amelio. The campaign celebrates the pivotal role of friendship in young women's lives, drawing parallels between supportive friends and the brand’s Deco Chain Shoulder Bag, which is highlighted in new seasonal colorways. Aimed at connecting with Gen Z, the campaign adopts a fresh visual style set in a vibrant urban cityscape, reflecting the fast-paced, interconnected lives of its target audience. Both Ice Spice and D’Amelio share personal stories about the importance of their friendships, underscoring the campaign’s emotional focus on authentic relationships amid a digital age. The creative execution includes a film and photography that capture the energy and spirit of modern friendship, positioning the Deco bag as a versatile, must-have accessory. Overall, the campaign marks a strategic shift by Kate Spade to engage younger consumers through relatable storytelling and contemporary aesthetics.