Way back in the early 90s, Kate Spade New York launched with six classic bags and sure enough, it didn't take long for the American brand to become a household name. In the late 90s and early 2000s, the brand rose to new heights in pop culture after being pictured on some iconic figures – think the Olsen Twins in their youth, Gwyneth Paltrow in her 90s LAX style icon era, and Blair Waldorf in the original Gossip Girl. 

30 years later the American brand continues to honour the brand ethos, providing sleek, contemporary clothing and accessories to the world. In recent years, it has also enamoured a whole new generation of fashion fans, with Kate Spade New York pieces popping up across social media in countless ‘Get Ready With Me’ and ‘OOTD’ videos. 

Now, to celebrate 30 years since the launch of Kate Spade, we’ve enlisted two of those new-gen devotees to break down exactly why the brand continues to capture imaginations and find fans in these new generations. In a video highlighting some of the brand’s most iconic products, Alyssa Mosley goes deep on some of the pivotal moments in Kate Spade New York history – and shares a cute anecdote in which she details her mum’s relationship with the brand – before giving us a lesson in getting dressed in a series of colourful Y2K looks.

Styling the looks with archival products, we see everything from the Sam Icon bag to a wicker bag with red detailing. Elsewhere, Mandy Lee takes on a styling challenge, using pieces from Kate Spade New York’s archives and their latest collection to create her own unique look.

At the centre of both of their videos is the famed Sam Icon bag. As the main staple piece in the Kate Spade New York world, the bag is the house's oldest heritage product, crafted using a robust waterproof nylon material with a refined and timeless silhouette and classic finishes. Since its launch, the Sam Icon bag has been reimagined with different iterations featuring a modern twist on the silhouette, as seen in one of Alyssa's videos. 

Watch the reels below.