Hailey Bieber has returned as the global face of DKNY with a new spring campaign.
The disruptive art scene of downtown New York in the 1960s is the setting for the campaign. Expanding on fame as an art form, the campaign places Bieber at the center of a black-and-white photo series of herself while wearing looks from the latest collection.
The DKNY spring campaign concept is a visit into an artist’s loft, where there are creative encounters and a free flow of ideas. Bieber is dressed in such looks as a trench and denim shirt worn open over layers that sit close to the body, and tailored pants and loafers juxtaposed with a bra and oversize top. There’s also the “Naked Dress” made famous in “Sex and the City,” now in black with clear straps, a minidress in a polished pinstripe and relaxed jeans and a blazer that channels a ’90s attitude. And naturally, she wears the New York Yankees caps in collaboration with DKNY.
Along with a monochromatic palette of black, white, beige and denim are strong eyewear and a signature bag, lending a distinctive New York edge.
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Under the creative direction of Trey Laird, the campaign was photographed by Mikael Jansson and styled by Clare Richardson.
Jeff Goldfarb, executive vice president of G-III Apparel Group, said, “Hailey Bieber is one of the most influential style leaders today and a natural choice to continue representing DKNY globally. What makes this partnership so successful is how her personal style aligns authentically with the brand. She embodies the energy of DKNY while making the clothes her own.”
As reported, DKNY has grown into G-III’s biggest and most important business, fueled by a big marketing campaign led by Bieber.
The new campaign, which launches Tuesday, will appear on DKNY’s social channels, along with social, digital, premium outdoor, print and influencer partnerships. The collection is available at dkny.com and in select retailers worldwide.
