Kate Spade New York’s Spring/Summer 2025 Campaign is a Fierce Ode to Friendship

Friendships that go the distance are hard to come by—but when you find them, you hold on tight. That’s the heartbeat behind Kate Spade New York’s SS25 campaign, To The Ones Who Carry Us, featuring two unapologetic icons of this generation: Ice Spice and Charli D’Amelio.

Ditching the glossy perfection of typical fashion narratives, this campaign keeps it raw, real, and rooted in what matters—your ride-or-dies. Think bold city backdrops, fearless energy, and a certain bag that holds more than lip gloss and keys—it holds stories, chaos, comfort, and everything in between.

At the center of it all? The Deco Chain Shoulder Bag, reimagined in juicy new hues like Jungle Vine, Blue Multi Denim, Sweet Cream, and Apricot Cream. Much like the people who keep you grounded when the group chat goes silent or hype you up when life hits a high note, Deco is built to carry it all—effortlessly shifting from day hustle to night play, casual hangs to polished plans.

“This campaign is a vibrant love letter to the friends who shape a girl’s life,” says 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.’”

Ice Spice, known for staying true no matter the spotlight, opens up about her own circle: “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,” she shares. “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.”

Meanwhile, Charli D’Amelio—whose journey from dance prodigy to global digital force has been anything but ordinary—calls out the quiet power of long-standing bonds: “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.”

From the unshakable friend who shows up when the world doesn’t, to the connector who brings everyone together—Kate Spade’s latest campaign doesn’t just sell a bag, it taps into something universal: that certain magic of having someone, or something, that carries you through.

The Spring/Summer 2025 collection, including the revamped Deco in all its modern glory, is now available online and in-store, with new styles continuing to drop throughout the season.

You’ve got the friends. Now you’ve got the bag.