Hailey Bieber has never been one to blend into the background. With a signature style that straddles casual nonchalance and razor-sharp sophistication, she now steps into her most dynamic role yet: the global face of DKNY. The Fall 2025 campaign, captured by renowned photographer Mikael Jansson, places Bieber at the epicenter of a new era for the storied New York brand.
From the very first frame, it’s clear this is more than just a campaign—it’s a cultural reset. Hailey, a model, entrepreneur, new mother, and undeniable force in the fashion world, embodies everything DKNY stands for: confidence, resilience, and the unapologetic energy of New York. Her effortless ability to merge fashion and business, glamour and grit, feels tailor-made for the brand’s latest chapter.
“Hailey exudes an incredible energy through her attitude and style that captures the spirit of New York,” says Jeff Goldfarb, Executive Vice President of G-III Apparel Group. “Her aspirational yet relatable presence perfectly reflects our vision for DKNY.”
The styling, as bold as it is instinctive, draws on DKNY’s archives while propelling them forward. A sharply tailored black blazer paired with a crisp white shirt and relaxed denim channels off-duty confidence, while a reimagined varsity jacket splashed with neon lettering feels nostalgic yet defiantly modern. Oversized denim-on-denim moments radiate sensual ease, and an exaggerated Glen check blazer layered with sculptural pieces rewrites the rules of power dressing.
Outerwear takes center stage in contrasting forms: voluminous faux fur coats that cocoon with attitude and leather bombers that hug the frame with urban edge. In Hailey’s hands, these pieces transform from wardrobe staples into statements of identity. Accessories punctuate the narrative with equal force—the Hadlee shoulder bag, Paula Commuter Tote, and archival Chana ’89 emerge as icons of their own, while the official DKNY x New York Yankees™ cap bridges fashion and city pride in one bold stroke.
Jansson’s warehouse backdrop underscores the raw, industrial allure of the city, while flashes of yellow—echoing the taxis that fuel Manhattan’s pulse—anchor the collection in DKNY’s DNA. The visuals strike a balance between grit and polish, mirroring Hailey herself: an international icon grounded in authenticity.
Jacki Bouza, Senior Vice President of Global Marketing & Communications at G-III, frames the collaboration as both timely and timeless: “This campaign channels DKNY’s iconic energy while resonating with audiences worldwide. Through Hailey, we’re telling a story that feels rooted in the brand’s legacy yet daringly relevant today.”
As always, the clothes speak volumes, but in this campaign, it’s Hailey’s presence that amplifies them. Her instinctive sartorial sensibility—the way she fuses past and present, tradition and rebellion—cements her as not only a muse but also a force redefining the codes of modern fashion.
With its Fall 2025 collection, DKNY doesn’t just revisit its heritage—it reinvents it. And Hailey Bieber is the perfect architect of that transformation: timeless yet contemporary, iconic yet approachable, and forever cool without trying.
The collection is now available worldwide at DKNY.com and select retailers—a reminder that true New York style is never just seen, it’s lived.
