American fashion house DKNY has announced that model Kaia Gerber will continue as the face of its brand for the upcoming Fall 2024 campaign. This marks the second consecutive season for Gerber, whose involvement is being hailed as an embodiment of the brand’s enduring connection to the dynamic spirit of New York City.
Building on the momentum from its Spring 2024 campaign, which reintroduced DKNY’s iconic American style with a fresh perspective, the Fall collection delves deeper into the narrative that has long defined the brand. With a focus on the rich cultural tapestry of New York, DKNY is drawing inspiration from the city’s legendary influence on literature, music, and art.
Jeff Goldfarb, Executive Vice President of G-III Apparel Group, the parent company of DKNY, expressed his enthusiasm for Gerber’s continued partnership with the brand. “We are thrilled to have Kaia as the global face of DKNY for the second season. Her vibrant energy resonates with our core values, and this campaign allows us to expand our global visibility while staying true to the brand’s essence.”
The campaign imagery, captured by renowned fashion photographer Mikael Jansson and styled by Alastair McKimm, features Gerber against the backdrop of New York City. The photos evoke a strong connection between the brand and the literary landmarks of the city, with notable passages from works such as Patti Smith’s Just Kids, F. Scott Fitzgerald’s The Great Gatsby, and Jay McInerney’s Bright Lights, Big City woven throughout the campaign.
Trey Laird, Founder and Chief Creative Officer at Team Laird, commented on the conceptual inspiration behind the campaign. “Kaia is not only a model but also an avid reader and book lover. Her online Book Club has cultivated a vibrant community, making this campaign a unique opportunity to merge DKNY’s love for New York with Kaia’s passion for literature in an authentic manner.”
The Fall 2024 campaign is designed to capture the essence of Kaia Gerber, the city of New York, and the new collection in a manner that is both real and unfiltered. With a global perspective grounded in New York’s distinctive energy, DKNY integrates international influences with a contemporary edge, offering a blend of timeless style and modern individuality that defines the brand’s iconic character.
Central to this season’s campaign is the celebration of DKNY’s 35th anniversary collection, DKNY est. 1989. The collection pays homage to the brand’s legacy, presenting a curated selection of pieces that echo the brand’s history while being reimagined for today. From statement coats with a streetwear twist to cropped puffers paired with pleated skirts, the collection embodies DKNY’s ethos of self-expression and rebellious style.
Jacki Bouza, Senior Vice President of Global Marketing and Communications at G-III Apparel Group underscored the significance of the Fall 2024 campaign as a pivotal moment in DKNY’s evolution. “As DKNY continues to evolve, this campaign reflects our commitment to creativity, authenticity, and accessibility. We are excited to launch this campaign across a diverse range of platforms, including digital, print, and premium outdoor media, as well as through strategic social and influencer partnerships.”
The Fall 2024 collection is now available globally through DKNY’s official website and select retailers.
