Kate Spade New York’s Fall 2025 global campaign, “Spark Something Beautiful,” reinvigorates the brand’s identity and Gen Z appeal by reuniting headline talents Ice Spice and Charli D’Amelio while welcoming Grammy-winning singer Laufey and model Reign Judge. Under new CEO Eva Erdmann, Kate Spade signals a bolder, more community-driven vision designed to turn small connections into magnetic campaign moments—fueled by the viral popularity of the newly released Duo Bag.
Friendship, Versatility, and Community Connection
Set in the heart of New York City, the campaign follows its Gen Z muses from solo strolls to an urban crossing that transforms into a communal celebration, visually reinforcing the idea that “even a small moment of connection can spark something beautiful.” Senior Vice President Kaisy Mae O’Reilly notes, “At its heart, this campaign is about how showing up for each other can transform even the simplest moments into something extraordinary”.
Charli D’Amelio, reprising her role from earlier campaigns, reflects, “This campaign celebrates togetherness … my friends are truly my support system through everything”. Ice Spice, another returning face, says, “Being part of this campaign felt natural because it’s about the people who bring joy to your life and make you feel good. It’s no secret that behind every successful woman is her girlfriends hyping her up in the group chat.”
Laufey Joins and the Duo Bag Takes Center Stage
Artist Laufey joins the roster, bringing a musical message of authenticity and friendship that resonates with Gen Z across digital platforms. “What drew me to this Kate Spade New York campaign is how it captures the beauty of those small, shared moments. I love the idea that friendship can turn something as simple as crossing the street into something magical—that really resonates with how I see the world,” Laufey shared.
At the heart of the campaign is Kate Spade’s new hero product: the Duo Bag, a convertible, multi-tasking accessory worn as a belt bag, clutch, crossbody, or shoulder bag. Available in trending colorways like Dried Thyme, Lime Slice, and burnt sage, the Duo’s debut has led to a 30% jump in online searches and dominated early holiday sales lists. Priced $298–$348, the bag launches with the campaign and will continue to roll out in new hues and exclusive editions throughout the season.
A New Chapter for Brand Storytelling
Eva Erdmann, CEO since early 2025, champions a return to “sparking small joys and making life feel brighter,” attributes that made Kate Spade an American fashion icon. Erdmann’s strategy refocuses on emotional storytelling—especially in campaigns—and an in-store and digital experience that matches Gen Z’s appetite for authenticity, optimism, and playful luxury.
The campaign’s creative team includes director Julien Vallée, photographer Daniel Arnold, and stylists such as Leith Clark, orchestrating moments that blend fashion, friendship, and city living.
The Power of Gen Z and the Road Ahead
This socially savvy campaign—amplified across TikTok, Instagram, and in flagship stores—has driven real engagement: commemorative photo installations, influencer visits, and explosive online traffic. By casting the most influential Gen Z figures, Kate Spade ensures that the collection’s reach extends well beyond traditional shoppers, capturing a new generation seeking both meaning and style.
With new product drops and relatable, joyful storytelling, “Spark Something Beautiful” establishes Kate Spade’s return as a vibrant leader in today’s fast-shifting fashion landscape—proving the best moments are those shared, carried, and celebrated together.
