Today, Kate Spade New York unveiled its Fall 2025 global brand campaign, “Spark Something Beautiful,” bringing back the iconic Gen Z “Duo” of four-time Grammy-nominated rapper Ice Spice and dancer and multi-faceted social media star Charli D’Amelio—and welcoming Grammy-winning singer-songwriter Laufey, and model Reign Judge. Firmly establishing the brand’s new chapter under CEO and Brand President Eva Erdmann, the campaign embraces a fresh aesthetic and new vision designed to connect with the next generation, celebrating the magic that happens when we are together with friends.



Set against the bustling backdrop of New York City, we follow our protagonist as she navigates on her own...until she approaches a street crossing. As her friends join her, their togetherness sparks a transformation of the crossing into a celebration of how even a small moment of connection can spark something beautiful.

“At Kate Spade New York, we believe that the little moments shared together are what truly brighten life,” said Kaisy Mae O’Reilly, Senior Vice President of Marketing. “Like the Duo Bag, our campaign stars reflect uniqueness and versatility—yet shine brightest together. At its heart, this campaign is about how showing up for each other can transform even the simplest moments into something extraordinary.”