NEW YORK MADE DKNY.
HAILEY MADE IT FEEL NEW AGAIN.
For FW25, we used Hailey Bieber’s instinctive, off-duty style to reconnect DKNY’s original streetwise attitude with a new generation — mixing archival codes, reworked classics and the raw energy of the city.
Photographed by Mikael Jansson in an industrial New York setting, the campaign brought together old-school DKNY DNA and Hailey’s very current point of view: polished, effortless, a little undone.
The timing didn’t hurt either. The campaign landed as Hailey entered an even bigger cultural moment around Rhode — and went on to generate millions of views and impressions.
Classic New York. New energy. Very good timing.
CAMPAIGN FILM
THE CAMPAIGN
