With the city that never sleeps, its uniform should reflect the ease and confidence needed to conquer that rhythm. DKNY has done exactly that by casting model and entrepreneur Hailey Bieber as its new global face for its Fall 25 campaign, bringing a genuine take (Bieber was raised in New York suburb Nyack) on the brand’s Big Apple attitude.
One of the most-watched style figures of her generation, Bieber’s mix of quiet confidence and intuitive style emulates the city’s natural defiance, accentuated by her inspiring entrepreneurial ambition and effortless cool-girl exterior. There is a sense of earnest fascination with the model for many, as Bieber seamlessly reflects her own personal style wherever she goes. Whether in the world of fashion, art or business, the new face of DKNY knows exactly who she is and what she represents: success and self-assurance.
Photographed by Mikael Jansson, the campaign deliberately exudes the city’s raw, gritty aesthetic, providing a new backdrop for reimagined DKNY classics, blending timeless charm with contemporary styling. With the brand’s latest muse styled in an oversized Glen plaid blazer with layered tailoring, Hailey adds her own signature twist to DKNY’s staple accessories.
For Jeff Goldfarb, Executive Vice President of G-III Apparel Group, which owns DKNY, Hailey innately “captures the spirit of New York” regardless of the occasion. Whether she’s draped in a deep black faux fur coat or a brown leather bomber jacket, it will always read as a New York City street-style essential, further highlighted by the campaign’s accents of DKNY’s signature taxi yellow.
DKNY’s multidimensionality is emphasised through the campaign’s hero items. The new Hadlee Bag offers a sleek, modern take on everyday allure, while the Paula Commuter Tote balances practicality and style. The most notable pieces in the collection, however, are an homage to the brand’s heritage, with the revival of the archival Chana ’89 Bag and the New York Yankees™ Cap embellished with the brand’s logo.
What makes the collection resonate most, though, is Bieber’s ability to serve as both muse and mentor. As her personal style takes center stage, the model encapsulates DKNY’s modern and multifaceted take on the city’s style with sartorial surety. Bieber is DKNY’s New York it-girl.
The DKNY Fall 25 campaign ensures the New York attitude is embraced beyond the city, with Hailey Bieber at the forefront to bring an inspiring yet approachable edge to the street style and brand. It is a modern take on a distinct style that DKNY is no stranger to, swapping nostalgia for reclamation.
The DKNY Fall 2025 collection is available now at DKNY.com.
- WriterIsha Khan
