Kate Spade New York has unveiled its much-anticipated holiday campaign for 2024, featuring Grammy-nominated singer-songwriter Madison Beer. This year's "You're It, Girl" campaign brings new meaning to holiday gifting by celebrating the special bond between best friends.
The campaign, created by VaynerMedia and Mandai Loop, features a docu-style approach that champions the joys, laughs, and support that only a best friend can bring. Madison Beer is joined by her own best friend, Lena Fultz, as well as influencers Lilly Russell and Pamela Valdez and their respective best friends.
"This kate spade new york holiday campaign is about celebrating friendships and those special people in our lives who always show up," shared Madison Beer. "For me, it's my best friend, Lena. This is a tribute to best friend energy and how we celebrate each other this season."
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The campaign's narrative is rooted in the idea that joy comes most from inspiring it in others. The cast was invited to nominate a best friend who deserves recognition, and Madison surprised the nominees through video calls to invite them to the holiday shoot.
Eva Erdmann, CEO and Brand President of kate spade new york, explained the campaign's significance: "This year's Holiday campaign is a celebration of friendship. And more specifically, a recognition and appreciation of your life's caring friend: that very special person in our lives who knows how to bring you joy or make you smile."
The Kate Spade x Madison Beer collaboration extends beyond the holiday campaign, with Beer also starring in the brand's Valentine's Day collection for 2025. This collection features playful yet elegant designs, including pink deco mini flap chain crossbodies and oversized faux-fur heart accessories.
As part of the holiday celebrations, Kate Spade New York hosted a secret holiday gifting event at their Rockefeller Center flagship boutique. The event featured personalized experiences, including custom gift-wrapping stations and personal color analysis sessions.
The 2024 Holiday Gift Guide from Kate Spade New York includes nearly 30 gifting categories, ranging from handbags and small leather goods to accessories, jewelry, footwear, home décor, outerwear, and ready-to-wear. The Deco Chain Shoulder Bag takes center stage in the holiday campaign, reimagined with mixed materials and quilted animations.
This partnership between Kate Spade New York and Madison Beer not only sets a delightful tone for the 2024 holiday season but also marks a strategic move by the brand to engage with a younger audience while maintaining its emotional connection with consumers.
