As Kate Spade New York turns 25 this year, the brand has turned to Margaret Qualley (Andie MacDowell’s 23-year-old daughter) to be the face of the brand for 2018.

Qualley, 23, is an American actress and model best known for playing Jill Garvey on the HBO series “The Leftovers.” Styled by Alex White and photographed by Inez van Lamsweerde and Vinoodh Matadin, the spring images pay tribute to the brand’s past and future. The optimistic and colourful ads are meant to portray modern femininity while inspiring women to lead a more joyful life.

“This year in honour of our 25th anniversary, we are exploring celebrations and finding joy in milestones, both big and small. This campaign is about the moment of arrival and the ensuing delight of a surprise birthday party,” said Kristen Naiman, senior vice president, brand creative at Kate Spade.

The images focus on an array of the season’s handbags and accessories, including the handbag that started it all in 1993, “Sam,” re imagined in a variety of forms that represent the brand over the past quarter century. The campaign, which breaks in March magazines, features print images shot in New York and video content for web and social media.