DKNY is that includes Hailey Bieber as the brand new world face for its fall 2025 advert marketing campaign.
Within the marketing campaign, which breaks Tuesday, the 28-year-old Bieber fashions reimagined classics from DKNY est. 1989 capsule with trendy silhouettes from the seasonal assortment.
“We’re excited to have Hailey as the worldwide face of DKNY. Past the exceptional success story, she has an aspirational but relatable type that captures our model ethos. Hailey provides off unimaginable power by way of her perspective and elegance that captures the spirit of New York,” stated Jeff Goldfarb, govt vp of G-III Attire Group.
Bieber, a mannequin and entrepreneur, has been busy this summer time having bought her skincare model, Rhode (the place she is founder and chief inventive officer), to E.l.f. Magnificence in Might in a deal valuing the model at $1 billion.
Among the many appears to be like she fashions within the DKNY marketing campaign are a structured black blazer layered over a crisp white shirt and relaxed denim, worn with a chunky idler. She additionally wears a varsity jacket reworked in neon-accented lettering that hints at nostalgia with a streetwear contact. Bieber is photographed in a slouchy denim jacket with denims and an outsized glen plaid blazer styled with sculptural layers.
Different appears to be like embody voluminous outerwear contrasting with body-contoured items, reminiscent of a deep black fake fur coat and a modern brown leather-based bomber.
She additionally fashions key equipment for the season reminiscent of the brand new Hadlee Bag, the Paula Commuter Tote and the archival Chana ’89 bag. Ending the look is the final word New York emblem: The New York Yankees cap, reimagined in an official collaboration that includes the DKNY emblem.
The marketing campaign was photographed by Mikael Jansson and appears to point out how Bieber extends the unique DKNY perspective into at the moment. There are pops of the model’s signature taxi cab yellow coloration showing all through the marketing campaign to attach it to the unique model DNA.
Hailey Bieber seems in DKNY’s fall marketing campaign.
Courtesy picture
Jacki Bouza, senior vp of world advertising and communications at G-III Attire Group, stated, “The DKNY fall 2025 marketing campaign starring Hailey captures the model’s timeless and iconic type, bringing New York’s power to audiences globally.”
The marketing campaign will seem on the model’s social channels, in addition to on digital, out of doors, and in print and in influencer partnerships.
The autumn assortment is on the market to buy globally on DKNY.com and in choose retailers.
For the marketing campaign, inventive route was dealt with by Trey Laird. The marketing campaign was styled by Clare Richardson, with hair by James Pecis, make-up by Hannah Murray and behind-the-scene photographs by Tyrell Hampton.
Discussing the choice of Bieber to symbolize DKNY, Laird defined that the primary yr of the DKNY reset featured Kaia Gerber, who was adopted by Lila Moss, when in addition they shot her mom Kate Moss for the Donna Karan Assortment marketing campaign.
“We have been desirous about transferring ahead and the fitting ambassador to symbolize the model. And we wanted somebody who may work globally as a result of a lot of DKNY’s enterprise is worldwide, and I simply stored coming again to Hailey as a result of I felt that as an American girl, she’s so inspiring for her type. She takes basic issues and wears them in her personal approach, and it’s very in step with DKNY’s design ethos,” stated Laird.
He stated she’s additionally an inspiring entrepreneur and has developed into a contemporary icon.
Additional, he felt Bieber’s type was genuine to DKNY. “It’s a mixture of one thing masculine with one thing female, and it simply felt like an excellent match,” he stated.
Bieber had simply completed a Vogue cowl story that Jansson had shot, and she or he knew that Laird labored rather a lot with him, “so she was excited to work with him and he captures her actually, rather well,” stated Laird.
Laird stated they shot the marketing campaign in a warehouse in downtown L.A. “It’s type of like an industrial warehouse house.” He stated he labored with Stefan Beckman on compiling completely different parts that introduced in DKNY’s signature yellow. “We needed a easy industrial world of textures, however actually it was all about Hailey, and capturing her perspective and elegance and actually simply making it quite simple,” he stated.
The DKNY assortment reaches a variety of ladies from the 20s and up. “And truthfully, slightly bit is determined by the nation. It has a a lot youthful viewers internationally, and possibly a variety within the States as a result of it’s been right here longer,” he stated. He stated within the Center East, “they’ve younger twentysomething ladies who have been so impressed by Kaia Gerber and the best way she places issues collectively, and Lila’s marketing campaign acquired a lot consideration,” he added.
“What I really like about Hailey is she’s actually timeless and ageless. I believe she simply actually defines a type of American type in her personal phrases. I believe it’s much less about an age and extra about an perspective,” stated Laird.
He stated there’s an important out of doors presence in each New York and L.A. and sure markets in Miami. The most important factor is it’s going to seem digitally and social. “It’ll additionally exit on Hailey’s social channels that are important,” stated Laird.
Laird stated they’ll create slightly publication with all the photographs and it’ll exit to DKNY’s retail shops. “It’s type of like a DKNY newspaper,” he stated.
Requested what Bieber was wish to work with on set, Laird stated, “Hailey’s nice. I imply she is aware of her personal type. I believe it was actually nice as a result of we’ve all labored collectively for therefore lengthy.”
It was a two-day shoot and so they additionally shot the vacation assortment, which is able to come out in November.
“On Day Two, she confirmed up along with her particular Hailey Bieber smoothies. So it was breakfast with Hailey,” stated Laird. Hailey Bieber’s Strawberry Glaze Pores and skin Smoothie is a mix of almond milk, natural strawberries, bananas, avocado, dates, maple syrup, collagen peptides, hyaluronic acid, sea moss gel, and coconut cream bought at Erewhon.
“I stored telling her I’ve been listening to about these smoothies. And the subsequent day she had smoothies for us,” stated Laird.
