Kaia Gerber will return for the second consecutive season as the face of DKNY, which is celebrating its 35th anniversary.
In the spring, DKNY began a new chapter reflecting the brand’s all-American style, energy and spirit and featured Gerber in its advertising. Turning the page for fall 2004, the campaign celebrates the stories of New York City.
“We are thrilled to have Kaia as the global face of DKNY for the second season. Her vibrant energy comes to life as our campaign ties back to the core values of the brand and resonates with our consumers while building more global visibility for the brand,” said Jeff Goldfarb, executive vice president at G-III Apparel Group, owner of the DKNY brand.
Shot by photographer Mikael Jansson and styled by Alastair McKimm, the campaign images are set against the backdrop of New York City, while passages from iconic books that take place in the city play a role. Among the selection are quotes from “Just Kids” by Patti Smith, “The Great Gatsby” by F. Scott Fitzgerald and “Bright Lights, Big City” by Jay McInerney. Trey Laird, founder and chief creative officer at Team Laird, handled creative direction.
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“Kaia personally is an avid reader and book lover, with a vibrant growing online community through her book club. The concept of the campaign was an inspiring opportunity to connect DKNY’s love of all things New York with Kaia’s love of literature in a pure authentic way,” said Laird.
Gerber and Alyssa Reeder started an online book club on Instagram Live in 2020, and officially built out a platform this year, @libraryscience, with the mission to get young people reading.
“As DKNY evolves, the fall 2024 campaign marks a defining moment, reflecting the brand’s commitment to creativity, authenticity and accessibility. The campaign launches today on @DKNY social channels and globally through a diverse mix of digital, print, premium outdoor, along with high-caliber social/influencer partnerships,” said Jacki Bouza, senior vice president, global marketing and communications at G-III Apparel Group.
Featured in the campaign is DKNY’s 35th anniversary collection, DKNY est. 1989, that embraces a Gen-Z ethos. The collection delivers a cross-section of pieces ranging from statement coats worn with a streetwear sensibility to cropped puffers paired with pleated skirts. There’s also a biker jacket, an oversize trenchcoat in faux leather, and coats in Prince of Wales plaids and winter wools.
Other looks in the 35th anniversary collection are multipurpose denim featured in long-length skirts and jeans, as well as plush knits in cashmere and virgin wool and structured capes. The collection also features relaxed dresses in velvet and satin, and skirts and dresses with sequins.
Rounding out the collection are handbags and urban cases in leather and nylon, and footwear, such as boots adorned with combat and ’80s-inspired accents alongside classic loafers, pumps and mules.
The fall 2024 collection is available worldwide on DKNY.com and in select retailers.
