Kate Spade just dropped the equivalent of a glitter bomb on Fifth Avenue: a Spring/Summer 2025 campaign so drenched in digital clout and Gen Z sparkle it might blind the ghost of Carrie Bradshaw. And who’s fronting this shiny celebration of handbags and homies? None other than Bronx-born rap phenom Ice Spice and TikTok’s original darling-turned-dancefloor deity Charli D’Amelio.
It’s called “To The Ones Who Carry Us,” and no, that’s not a eulogy — it’s a love letter to girlhood and the fierce, ride-or-die friendships that prop up the whole delicate circus. At the beating heart of this pastel-colored gospel? The Deco Chain Shoulder Bag, the fashion-world’s latest weapon in the war against boredom, now reincarnated in seasonal flavors like Jungle Vine, Apricot Cream, and Blue Multi Denim. (Your move, Balenciaga.)
“A good friend is like the perfect handbag,” brand founder Kate Spade once quipped — and now her legacy is in the hands of women who went viral before they could legally rent a car. It’s part nostalgia, part power play, and all millennial-core with Gen Z teeth. The campaign is aimed squarely at younger eyes, and it shows: bold visuals, buzzing city streets, a curated chaos that screams “FaceTime me from the backseat of a Lyft.”
Eva Erdmann, CEO and the woman steering this technicolor ship, puts it like this:
“In a world where digital interactions often overshadow genuine connections, friendship becomes the anchor.”
Translation? The real flex in 2025 isn’t how many followers you have — it’s who you call when you’re three cocktails deep and spiraling in the bathroom of a rooftop bar.
And the muses couldn’t be more on-brand.
“I’ve always been a fan of Kate Spade,” Ice Spice said, fresh off Grammy nods and internet canonization. “My friends keep me grounded… they remind me who I am and where I came from.” A nod to New York roots, family ties, and the type of emotional ballast that still hits harder than 808s.
Meanwhile, Charli D’Amelio, America’s sweetheart turned style icon, served her own version of wholesome glamour: “I think it’s really cool how this campaign celebrates the joy of friendship. It reminds me of childhood besties, dance squad sisters, and all the new friends I’ve made along the way.” Cute, polished, and just a little bit cry-on-a-plane home from Coachella.
But make no mistake — this isn’t just a handbag campaign. This is high-gloss emotional warfare, a brand strategy built on shared secrets, whispered affirmations, and the unspoken bond between girls who carry each other through the chaos. In a world where everything is content, Kate Spade is peddling connection — and wrapping it in pistachio-colored leather with a gold chain strap.
Is it heartfelt? Yes. Is it brilliantly commercialized female friendship? Also yes.
But in a landscape where most fashion campaigns feel like sterile mood boards with model bots, this one actually feels something. And that, friends, might just be the boldest accessory of all.
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Last modified: May 4, 2025
