For over 30 years, Kate Spade New York has been synonymous with gifting and celebrations. This Holiday season, the brand is debuting its 2024 Gift Guide alongside a campaign that brings new meaning to holiday gifting…by shining a light on the real gift in a girl’s life – her best friend. Starring Grammy-nominated Singer/Songwriter, Madison Beer, the new docu-style campaign champions the joys, laughs, and support that only a best friend can bring, kicking off a movement that encourages consumers to celebrate that one person in their lives who deserves a moment to shine.
Madison is joined in the campaign by her own bestie, Lena Fultz, and two influencers, Lilly Russell and Pamela Valdez. But at the heart of this campaign is their chance to turn the spotlight on their best friends—the ones who always show up—making them the real stars and celebrating why they mean so much.
The narrative 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, Madison joins Lilly and Pamela in a surprise video-chat with their friends, with an invitation to join her at the brand’s Holiday shoot. In a heartwarming reveal, the final campaign shots are overlaid with the ultimate reason why they were chosen by their friends to be in this campaign alongside Madison.
“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.”
