DKNY has just dropped a bombshell: Hailey Bieber is its new global face. The New York brand, which was founded in 1989 to speak the language of street style, finds in Hailey the perfect translation for 2025: effortless, self-assured, and with a style that combines business and big-city energy.
With creative direction by Trey Laird and styling by Clare Richardson, and photographed by Mikael Jansson in a warehouse with industrial vibes, the campaign unfolds a narrative where classics from the DKNY est. 1989 capsule collection merge with key pieces from the season. From the black blazer over a white shirt paired with relaxed denim and sturdy loafers to the varsity jacket with neon lettering that reinterprets 90s nostalgia, to oversized coats that coexist with a brown leather bomber jacket and an XXL Glen check blazer. Everything exudes the same carefree attitude that Hailey brings to each of her public appearances.
Accessories also take center stage: the Hadlee bag, the Paula Commuter Tote, and the Chana ’89 archive alternate with a reimagined New York icon: the Yankees™ x DKNY cap.
If anything defines Hailey, it’s her ability to elevate the basics to aspirational status. She turned caps into statement pieces, normalized oversized blazers with biker shorts, made loafers a must-have, and cemented the clean girl aesthetic as a global mood. That mix of simplicity and cool attitude makes every look a recognizable and replicable uniform. DKNY finds in that code the best way to speak to a generation that understands fashion as an everyday language.
“Hailey has an aspirational yet relatable style that reflects the essence of DKNY,” explains Jeff Goldfarb, EVP of G-III Apparel Group. And it is precisely this duality—muse of major brands but also of street style—that makes this alliance meaningful, without being contrived.
The result is a campaign that connects DKNY’s past and present, with the characteristic taxi yellow as a nod to the brand’s original DNA.
The Fall 2025 collection is now available at DKNY.com and select stores.
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