A Brand in Need of a Comeback
DKNY was once a powerhouse in American fashion, known for its bold branding and effortless New York energy. In recent years, however, the brand has struggled to maintain relevance in an increasingly competitive landscape where streetwear, luxury labels, and emerging designers captured the spotlight. With its Fall 2025 campaign, DKNY is making a deliberate move to reassert itself, and its partnership with Hailey Bieber is at the center of that strategy.
Why Hailey Bieber
Hailey Bieber represents the modern blend of global star power and authentic style that DKNY needs. Her influence reaches millions, and her effortless mix of high fashion with streetwear echoes DKNY’s original mission. By naming her the new global face, the brand is betting that Hailey’s image will not only attract attention but also help reframe DKNY as a cultural player again.
“Hailey embodies the spirit of New York with a confidence that feels modern but still true to DKNY’s roots,” says Jeff Goldfarb, Executive Vice President of G-III Apparel Group. “She gives the brand the energy it needs for this next chapter.”
Reviving the Codes of DKNY
The Fall 2025 collection leans on reinterpreting classics rather than reinventing them. Tailored blazers, denim staples, and oversized outerwear are paired with signature accessories like the Hadlee Bag, the Paula Commuter Tote, and the archival Chana ’89. Each piece feels familiar, yet slightly updated to appeal to a generation that may not remember DKNY’s original dominance.
The campaign also includes a collaboration with the New York Yankees™, fusing two iconic city symbols to anchor the brand firmly back into the cultural conversation.
The Campaign Look
Photographed by Mikael Jansson, the campaign was shot in a warehouse setting that reflects the raw side of New York. Styled by Clare Richardson with creative direction from Trey Laird, the visuals blend polished city chic with gritty street style. Pops of the brand’s classic taxi cab yellow are strategically placed to remind viewers of DKNY’s heritage, while Hailey’s styling brings a fresh perspective.
Global Push and Future Outlook
Jacki Bouza, SVP of Global Marketing and Communications, highlights the broader goal: “This campaign is not just about the clothes. It is about placing DKNY back into the global conversation. Hailey’s presence gives us cultural relevance while keeping the brand connected to its DNA.”
The rollout is aggressive, spanning social media, outdoor campaigns, print placements, and influencer partnerships. The message is clear: DKNY is ready to reclaim its place as a brand that defines New York style for the world.
Where to Shop
The DKNY Fall 2025 collection is now available worldwide at DKNY.com and select retailers.
