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08 May 2025
What does it mean to be carried? Not by status, not by trends—but by the people who see us, support us, and show up when it matters. In its Spring/Summer 2025 campaign, Kate Spade New York offers a bold and refreshingly heartfelt answer. Titled “To the Ones Who Carry Us,” the campaign turns the spotlight on the friends who hold us together—and the one bag that’s designed to carry it all.
Fronted by Ice Spice and Charli D’Amelio—two icons of modern self-expression—the campaign pulses with energy, sincerity, and unapologetic individuality. Against a vivid urban backdrop, the duo brings Kate Spade’s Deco Chain Shoulder Bag to life, reimagined this season in five standout shades: Blue Multi Denim, Jungle Vine, Pistachio, Sweet Cream, and Apricot Cream. Each colour tells its own story—playful, fresh, and versatile—echoing the many moods of friendship and the everyday lives they move through.
What’s striking about the campaign isn’t just the talent or the visuals—it’s the emotional relevance. In a world of digital facades, the idea of having someone who “carries you” feels radical in its intimacy. The Deco bag becomes more than a stylish essential—it’s a symbol of everyday loyalty, understated strength, and the beauty of showing up for someone else. With its clean silhouette, elevated hardware, and effortless functionality, it transitions seamlessly from coffee runs to city nights out, just like the friends we trust most.
As Eva Erdmann, CEO and Brand President of Kate Spade New York, notes, the campaign is a love letter to real connection: “Like the friends who carry us, the Deco handbag takes center stage—symbolizing simplicity, functionality, and versatility as the perfect companion to your life.”
Available now in stores and at katespade.com.au, the Spring/Summer 2025 collection reaffirms what Kate Spade has always done best—celebrating women not just as wearers of fashion, but as carriers of joy, resilience, and style that feels deeply personal.
