The New York brand brings together three Gen Z icons to transform everyday moments into something truly extraordinary.
Kate Spade New York has unveiled its new global campaign for Autumn 2025 under the motto Spark Something Beautiful, a celebration of the power of human connection featuring key Gen Z figures: rapper Ice Spice, dancer and influencer Charli D’Amelio, Grammy-winning artist Laufey, and model Reign Judge.
The story begins with an ordinary New York scene: a young woman walks alone until, as she crosses the street, her friends join her. That simple moment becomes something magical – a crossroads that turns into a symbol of togetherness, friendship and shared beauty. Alongside them, the Duo bag, a silent protagonist of the narrative, mirrors this same versatility: adapting, transforming and accompanying.
“At Kate Spade we believe that it’s the small shared moments that truly light up life,” says Kaisy Mae O’Reilly, Senior Vice President of Marketing. “Our heroines shine on their own, but even more so when they’re together – just like the Duo bag, which embodies the beauty of the collective without losing its individual essence.”
Laufey, one of the latest additions to the campaign, highlights how this approach resonates with her artistic vision: “Music, like friendship, is about connection. I love that this campaign celebrates how an everyday gesture, like crossing a street, can become something special thanks to those around you.”
For Ice Spice, the collaboration came naturally: “Kate Spade has always represented style, boldness and fun. This campaign is about that, but also about the people who lift you up every day: your friends, your allies. The ones in your WhatsApp group cheering you on every step of the way.”
Charli D’Amelio also shares her excitement about the message: “I’m so happy to be working with Kate Spade again. The campaign speaks to the importance of togetherness, and that means a lot to me. In the most intense moments of my career, my friends are my anchor. It’s beautiful for a brand to celebrate that.”
At the heart of this emotional narrative is the Duo bag, the brand’s new multifunctional essential: it can be worn as a shoulder bag, crossbody, clutch or belt bag. Available in shades such as Cashew Milk, Burnt Sage and Lime Slice, as well as festive options like Nightshade and Red Jam, prices range from $298 to $348.
The Autumn 2025 collection is available from 23 September, both in Kate Spade stores and online. Running until February 2026, the campaign marks a new chapter for the brand under the direction of Eva Erdmann, reaffirming its commitment to authenticity, emotion and the power of real connections.
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