DKNY has launched a new campaign for AW25, introducing American model, socialite, and Rhode skincare founder Hailey Bieber as its new global face.
Bieber, who is also the wife of pop superstar Justin Bieber and daughter of actor Stephen Baldwin, has previously featured in campaigns for Ralph Lauren, Tommy Hilfiger and Guess.
This new collaboration marks a fresh chapter for DKNY, rooted in New York street style and reflecting Bieber’s “timeless, self-assured and effortlessly cool” appeal.
Photographed by Mikael Jansson in a warehouse space “that plays into the city’s raw, industrial aesthetic”, the campaign features pops of the brand’s signature New York taxi cab yellow throughout to connect to the original brand DNA.
Each look in the campaign captures Bieber’s “instinctive sartorial sensibility to mix past and present”, pairing reimagined classics from the ‘DKNY est.1989’ capsule with modern silhouettes from the seasonal collection.
Jeff Goldfarb, Executive Vice President of DYNY owner G-III Apparel Group, said: “We are excited to have Hailey as the global face of DKNY. Beyond her phenomenal success story, she has an aspirational yet relatable style that captures our brand ethos.
“Hailey gives off incredible energy through her attitude and style that captures the spirit of New York.”
Looks in the campaign include a structured black blazer layered over a crisp white shirt and denim paired with chunky loafers.
Standout pieces include a black varsity jacket with neon ‘DK’ lettering and an oversized Glen plaid blazer “styled with sculptural layers”, which aims to reinvent modern tailoring with Bieber’s “signature twist”.
Voluminous outerwear contrasts with body contoured pieces, and accessories include the new ‘Hadlee’ bag, the ‘Paula Commuter Tote’ and the archival ‘Chana ‘89’ bag. Finishing the look is a New York Yankees cap, reimagined in an official collaboration featuring the DKNY logo.
Jacki Bouza, SVP of Global Marketing and Communications at G-III Apparel Group, said: “DKNY’s Fall 2025 campaign starring Hailey captures the brand’s timeless and iconic style, bringing New York’s energy to audiences globally.
“Launching today on @DKNY social channels, the campaign will debut worldwide through a diverse media mix, leading with impactful social, digital, premium outdoor, print and influencer partnerships.”
The AW25 collection is now available to shop globally on the DKNY website as well as in select retailers.