Putting Friendships Center Stage: Kate Spade New York Unveils SS25 Campaign “To The Ones Who Carry Us”

This Spring/Summer 2025, kate spade new york brings friendships into the spotlight with its latest global brand campaign, “To The Ones Who Carry Us”—a celebration of those who, like the brand’s iconic Deco handbag, carry us through life’s many moments.

Fronted by Grammy-nominated artist Ice Spice and globally adored dancer and digital sensation Charli D’Amelio, the SS25 campaign connects a bold new aesthetic with the vibrant spirit of today’s generation. Against a backdrop of a dynamic cityscape, the campaign captures the fierce momentum of Gen Z’s lives and the unbreakable bonds that shape them.

At its heart, the campaign centers around the Deco Chain Shoulder Bag, a kate spade signature that evolves this season in striking new colorways: Blue Multi Denim, Jungle Vine, Sweet Cream, and Apricot Cream. As much a symbol as it is a style statement, Deco reflects the woman who moves seamlessly from day to night, from coffee runs to dance floors—effortlessly stylish, endlessly dependable.

More than just fashion, this campaign is a tribute. Whether she’s the post-breakup pep talker, the planner of spontaneous getaways, or the glue of the friend group, “To The Ones Who Carry Us” recognizes the emotional strength and support systems that friendships provide. These are the women who carry not just their bags—but the weight of the world, their dreams, and each other.

With clean lines, a minimalist silhouette, and a focus on everyday luxury, the Deco is a modern representation of kate spade new york’s timeless design ethos. It’s for the woman who carries more than her essentials—she carries laughter, late-night secrets, and life itself.

The Spring/Summer 2025 Deco assortment is now available, with fresh styles launching throughout the season in kate spade stores and online. The full campaign can be viewed across the brand’s digital and social platforms, continuing kate spade’s legacy of storytelling with soul, style, and a touch of sparkle.

Because in every chapter of her story, there’s someone who carries her. And there’s a bag that does too.