Kate Spade New York will feature Grammy-nominated singer-songwriter Madison Beer in its new holiday ad campaign, being launched alongside its 2024 Gift Guide.
In the docu-style campaign, Beer is joined by her best friend, Lena Fultz and two infuencers, Lilly Russell and Pamela Valdez. The narrative of the campaign is rooted in the idea that joy comes most from inspiring it in others, and so the cast was invited to nominate a best friend in their lives who does just that. Ahead of the campaign shoot, Beer joined Fultz and Valdez in a surprise video chat with their friends, with an invitation to join her at the brand’s holiday shoot. The final campaign shots are overlaid with the ultimate reason why they were chosen by their friends to be in this campaign alongside Beer.
“This Kate Spade New York holiday campaign is about celebrating friendships and those special people in our lives who always show up,” said 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.”
The campaign launches Friday and supports the Kate Spade New York 2024 Holiday Gift Guide, that went live on the website this week. Ads will appear on katespade.com and the brand’s social channels. The campaign’s photographer and director are Ali Mitton and Tory Rust, respectively.
“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 joy or make you smile,” said Eva Erdmann, chief executive officer and brand president, Kate Spade New York. “What first drew me to Kate Spade New York is the brand’s unique ability to connect with its consumer on a very emotional level, and looking forward, we’ll be exploring new ways to engage with a new, younger audience with the same meaningful and emotional connection. This holiday season we took an approach that goes beyond the expected message of gifting, and stretched into recognizing that a truly good friend is the best gift of all.”
This season, the Kate Spade New York Deco Chain shoulder bag takes center stage in the holiday campaign. The bag has a minimalist, sculptural design and has been reimagined for holiday with mixed materials and quilted animations.
Kate Spade New York’s gift guide has gifts for friends, sisters, the hostess, women who have everything, the party girl, the minimalist and the maximalist. The holiday collection is available in Kate Spade New York stores and katespade.com.
