August 22, 2024 |
DKNY has been undergoing a renaissance as of late. Starting in the spring, the NYC-based brand launched a collection of revived fundamentals refreshed with an edgy, new-gen twist inspired by the city’s sleepless energy, with Kaia Gerber taking centre stage in the campaign. For fall 2024, DKNY deepens its storytelling with Gerber continuing as the face of the brand in another ode to the Big Apple and its “endless capacity to inspire”.
“We are thrilled to have Kaia as the global face of DKNY for the second season,” says Jeff Goldfarb, EVP at G-III Apparel Group (which acquired the label in 2016). “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.”
With Mikael Jansson behind the camera, Gerber is captured amid a variety of New York City settings from the back seat of a yellow cab, to a diner, a rooftop and even the public library. Her carefree yet commanding presence bids to capture the spirit of today’s generation as she sports the brand’s 35th anniversary edit, aptly entitled DKNY est. 1989. Featuring a succinct selection of timeless classics from statement coats worn with a streetwear sensibility to cropped puffers paired with pleated skirts that reference the DKNY archive, looks are at once recognisable and reimagined.
Meanwhile, passages from iconic classic literature that take place in the city play an ever-present role across the campaign, saluting NYC’s capacity to breathe creativity into all aspects of modern culture. 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.
“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,” comments Trey Laird, founder and chief creative officer at creative agency Team Laird, which handled the creative direction of the autumn campaign.
For those who are discovering the brand all over again, it’s a vibrant campaign that’s sure to give you the Big Apple bug. Jacki Bouza, SVP of global marketing and communications at G-III Apparel Group says, “As DKNY evolves, the fall 2024 campaign marks a defining moment, reflecting the brand’s commitment to creativity, authenticity, and accessibility.”
Photography by Mikael Jansson. Shop the collection here.
