#USA #New York #Charli D'Amelio #Kate Spade #Ice Spice

Kate Spade New York's Fall 2025 Campaign

On September 23, 2025, Kate Spade New York unveiled its highly anticipated global campaign, titled "Spark Something Beautiful." This latest initiative brings back to the forefront the beloved Gen Z duo of rapper Ice Spice and social media sensation Charli D'Amelio, while also welcoming the talented singer-songwriter Laufey and model Reign Judge into the mix.

This campaign marks a significant chapter in the brand's journey under the creative direction of CEO and President Eva Erdmann. With a revitalized aesthetic and a fresh vision, the campaign aims to connect with the next generation and celebrate the magic that occurs when friends come together.

Against the vibrant backdrop of New York City, we follow our protagonist as she navigates the bustling streets—until she reaches a crosswalk. As her friends join her, the simple act of crossing transforms into a celebration, illustrating how even the smallest moments of connection can spark beauty in everyday life.

Kaisy Mae O'Reilly, Kate Spade New York's Vice President of Marketing, shared, “At Kate Spade New York, we believe that small shared moments truly brighten our lives. Just like the Duo Bag, our campaign stars reflect uniqueness and versatility, yet they shine the brightest together. At its core, this campaign showcases the idea that mutual support can elevate the simplest moments into something extraordinary.”

The campaign highlights Laufey, whose humor, charm, and artistic talent resonate deeply with Generation Z, alongside the returning stars from previous campaigns, Ice Spice and Charli D'Amelio, and the model Reign Judge. Each of these women, despite their differing personalities, embodies the power of connection and the versatility of Kate Spade's newest heroine, the Duo Bag. They each demonstrate the ability to turn ordinary life into something remarkable.

“Music has always meant connection to me—whether it's with an audience at a concert or with the people closest to me in daily life," Laufey said. “I was drawn to the Kate Spade New York campaign for how it captures the beauty of those small shared moments. I love the idea that friendship can turn something as simple as walking across the street into something magical—that really resonates with how I view the world.”

“I’ve always admired Kate Spade New York for creating designs that are bold, versatile, and classy at the same time,” remarked Ice Spice. “Being part of this campaign felt natural because it’s about the people who bring joy into your life and make you feel good. For me, those are my friends. It's no secret that behind every successful woman are her friends cheering her on in the group chat.”

“I am so excited to collaborate with Kate Spade New York again,” added Charli D’Amelio. “This campaign celebrates togetherness, which means so much to me because my friends are my support system in everything. During the busiest moments of my career, they are the ones who ground me and remind me what matters. I love that Kate Spade New York highlights that life is better when we’re together.”

The heart of the Fall 2025 campaign is the Duo Bag—a multifunctional essential designed for endless possibilities. With four different ways to carry it (as a shoulder bag, crossbody, clutch, or fanny pack), the Duo is as versatile as the women who wear it. The Fall/Winter 2025 collection showcases the Duo Bag in eye-catching colorways including Cashew Milk, Black, Leopard Multi, Dried Thyme, Lime Slice, Ash Grey, and Burnt Sage, along with festive holiday shades such as Milk Glass, Red Jam, Leopard Fur, and Eggplant. Price points range from $298 to $348, and new models will be introduced throughout the season both in stores and online.

The Fall 2025 collection will be available for purchase starting September 23, 2025, with new styles added throughout the season at Kate Spade New York stores and online. The campaign will launch across all Kate Spade New York channels on the same day and will run until February 2026.

For those excited to see the campaign visuals and videos, a 30-second promotional video and numerous stunning images are available for viewing. The campaign was directed by Julien Vallée, with photography by Daniel Arnold, and the creative strategy led by Mandai Loop. The creative agency, Marcel’s efforts complemented the production by Wanda and post-production by Chemistry, ensuring that the campaign resonates with its audience.

As a brand established in 1993, Kate Spade New York embodies vibrancy, wit, optimism, and femininity. From its original collection of six handbags, it has grown into a global lifestyle brand synonymous with joy, offering seasonal collections of handbags, ready-to-wear clothing, jewelry, shoes, gifts, home décor, and more. With a colorful legacy and unique DNA, Kate Spade New York encapsulates a distinctive perspective on the world while celebrating the communities of women who live their perfectly imperfect lifestyle. Kate Spade New York is part of the Tapestry brand group.