Charli D’Amelio Leads the Way in Kate Spade’s Spring Campaign

Kate Spade New York has launched its Spring 2025 global brand campaign, “To The Ones Who Carry Us,” featuring Grammy-nominated artist Charli D’Amelio with Ice Spice.

The campaign is designed to connect with a younger audience and highlights the special roles that friends play in a girl’s life. It features fun and creative scenes that add a fresh, modern feel to the brand.

“This campaign is like a colourful thank-you to the friends who truly shape a girl’s life,” said Eva Erdmann, CEO and brand president of Kate Spade New York. “Since I joined the brand, we’ve been finding new, meaningful ways to connect with younger people. In a time when online connections can feel shallow, real friendship stands out as something deeply important. This campaign celebrates strong, loyal friends—the kind who show up, support you, and make everyday life brighter. As Kate Spade herself once said, ‘A good friend is like the perfect handbag—always with you, lifting your mood, and making every moment feel a bit more special.”

Set against a lively city backdrop, the film reflects the bold, fast-paced lives of Gen Z and the strong friendships that help them through it all. At the heart of it is the Deco bag, a stylish and practical piece that works for both day and night, whether you’re dressing casual or polished.

From giving a pep talk after a breakup to being the glue that holds the friend group together, the campaign shines a light on the people who always show up, stand out, and make every moment matter. The Deco bag is available in fun colours like blue multi denim, jungle vine, pistachio, and apricot cream.

The campaign was directed by Henry Scholfield, with photos by Micaiah Carter and styling by Emmanuelle Youchnowski. The creative agency behind it is Marcel, the strategy was led by Mandai Loop, and Olivier Dubocage produced the project.

Who is Ice Spice?

Ice Spice is an American rapper and songwriter known for her catchy beats, confident style, and bold presence. She rose to fame in 2022 with her breakout single “Munch (Feelin’ U),” which quickly went viral on social media.

Born and raised in the Bronx, New York, Ice Spice brings a unique mix of drill, pop, and hip-hop to her music. She’s been praised for her laid-back delivery, distinctive voice, and fashion-forward looks, becoming a rising star in the music and fashion world.

Excitement of Charli D’Amelio and Ice Spice for Kate Spade Campaign

“I’ve always loved Kate Spade and their classic designs, especially growing up in New York,” said Ice Spice. “This campaign felt special to me because it’s all about friendship. My friends mean the world to me—they keep me grounded. My sister and cousins are my go-to people when I’m missing home, feeling excited, or just need a reminder of who I am and where I came from,” said the 25-year-old rapper.

“I’m so excited to team up with Kate Spade New York,” said Charli D’Amelio. “I’ve loved the brand for years, especially how its modern designs let me show off my own personal style. What I really love about this campaign is how it celebrates friendship and the happiness it brings. It reminds me of the lifelong friends I’ve made—whether it’s from growing up, going to school, dancing together, or new friends I’ve met through work or moving to new places. I feel really lucky to have made so many great friendships along the way,” she said.

The Spring 2025 collection is now available in stores and online, with more styles launching throughout spring and summer. The campaign is featured on Kate Spade New York’s website, social media, and outdoor ads.