The model and entrepreneur once again fronts DKNY’s global campaign, strengthening a partnership that fuses fashion, urban culture and personal style with unmistakable New York DNA.
Hailey Bieber steps back into the centre of the DKNY universe as the global face of its new spring campaign, reaffirming a collaboration that has become one of the brand’s key strategic pillars. The concept draws inspiration from the disruptive downtown New York art scene of the 1960s, reinterpreted through a contemporary lens where fame, creativity and fashion engage as parallel forms of expression.
The campaign unfolds through a series of black-and-white photographs set in an artist’s loft, placing Bieber amid cultural references and a free, almost intimate aesthetic. The styling reinforces this narrative: a classic trench layered over an open denim shirt, tailored trousers with loafers paired alongside lingerie-inspired pieces, and silhouettes that play with the tension between structure and sensuality. Among the most recognisable moments is the return of the iconic “Naked Dress,” made famous by Sex and the City, now reimagined in black with transparent straps. The collection also features polished pinstripe minidresses, relaxed denim and blazers imbued with a distinctly ’90s attitude. As an unmistakable nod to the city, the looks are completed with New York Yankees caps created in collaboration with the brand.
Under the creative direction of Trey Laird, with photography by Mikael Jansson and styling by Clare Richardson, the campaign reinforces DKNY’s identity as a symbol of sophisticated urban style. The company notes that the partnership works because Hailey Bieber’s personal style authentically embodies the energy of DKNY, while also driving the brand’s growth as one of the group’s strongest businesses.
More than a campaign, this return confirms Hailey Bieber as a global style reference and DKNY as a label that continues to translate New York’s heritage into the contemporary language of fashion.
-380x380.webp)
