DKNY Taps Hailey Bieber As Global Face, Launches Fall 2025 Campaign

• DKNY named Hailey Bieber its new global face and launched the Fall 2025 campaign on Sept 2.
• Creative credits include photographer Mikael Jansson and New York settings, with looks like double denim, a sharp black blazer, and a DKNY x Yankees cap.
• Featured accessories include the Hadlee Bag, Paula Commuter Tote, and archival Chana ’89 bag.
• G-III executives say Bieber’s style is “aspirational yet relatable,” aligning with DKNY’s New York energy.
• The campaign rolls out globally across digital, social, outdoor, print, and influencer channels; new pieces are live on DKNY.com and select retailers.

DKNY has officially tapped Hailey Bieber as its global face and opened the Fall 2025 campaign, positioning the model and entrepreneur as a modern muse for the brand’s New York rooted aesthetic. The move, announced by parent company G-III Apparel Group, kicks off a refreshed chapter that blends DKNY’s streetwise heritage with a cleaner, elevated wardrobe for fall.

Shot in New York by Mikael Jansson, the imagery leans into structured blazers, crisp shirting, signature denim, and a spotlight on a DKNY x Yankees cap. Product beats include the Hadlee shoulder, Paula Commuter Tote, and archival Chana ’89, while Bieber describes the collection as “effortlessly wearable” and true to her mix of polished and easy pieces.

Distribution is built for scale. DKNY says the campaign will run across digital, social, out-of-home, print, and creator placements, with the first drop already live online and at select partners. The brand frames Bieber as both aspirational and approachable, a fit it believes will resonate with global shoppers who want New York energy in versatile, everyday staples.