DKNY is featuring Hailey Bieber as the new global face for its fall 2025 ad campaign.

In the campaign, which breaks Tuesday, the 28-year-old Bieber models reimagined classics from DKNY est. 1989 capsule with modern silhouettes from the seasonal collection.

“We are excited to have Hailey as the global face of DKNY. Beyond the phenomenal success story, she has an aspirational yet relatable style that captures our brand ethos. Hailey gives off incredible energy through her attitude and style that captures the spirit of New York,” said Jeff Goldfarb, executive vice president of G-III Apparel Group.

Bieber, a model and entrepreneur, has been busy this summer having sold her skin care brand, Rhode (where she is founder and chief creative officer), to E.l.f. Beauty in May in a deal valuing the brand at $1 billion.

Among the looks she models in the DKNY campaign are a structured black blazer layered over a crisp white shirt and relaxed denim, worn with a chunky loafer. She also wears a varsity jacket reworked in neon-accented lettering that hints at nostalgia with a streetwear touch. Bieber is photographed in a slouchy denim jacket with jeans and an oversized glen plaid blazer styled with sculptural layers.

Other looks include voluminous outerwear contrasting with body-contoured pieces, such as a deep black faux fur coat and a sleek brown leather bomber.

She also models key accessories for the season such as the new Hadlee Bag, the Paula Commuter Tote and the archival Chana ’89 bag. Finishing the look is the ultimate New York emblem: The New York Yankees cap, reimagined in an official collaboration featuring the DKNY logo.

The campaign was photographed by Mikael Jansson and looks to show how Bieber extends the original DKNY attitude into today. There are pops of the brand’s signature taxi cab yellow color appearing throughout the campaign to connect it to the original brand DNA.

Jacki Bouza, senior vice president of global marketing and communications at G-III Apparel Group, said, “The DKNY fall 2025 campaign starring Hailey captures the brand’s timeless and iconic style, bringing New York’s energy to audiences globally.”

The campaign will appear on the brand’s social channels, as well as on digital, outdoor, and in print and in influencer partnerships.

The fall collection is available to shop globally on DKNY.com and in select retailers.

For the campaign, creative direction was handled by Trey Laird. The campaign was styled by Clare Richardson, with hair by James Pecis, makeup by Hannah Murray and behind-the-scene images by Tyrell Hampton.

Discussing the selection of Bieber to represent DKNY, Laird explained that the first year of the DKNY reset featured Kaia Gerber, who was followed by Lila Moss, when they also shot her mother Kate Moss for the Donna Karan Collection campaign.

“We were thinking about moving forward and the right ambassador to represent the brand. And we needed someone who could work globally because so much of DKNY’s business is international, and I just kept coming back to Hailey because I felt that as an American woman, she’s so inspiring for her style. She takes classic things and wears them in her own way, and it’s very in line with DKNY’s design ethos,” said Laird.

He said she’s also an inspiring entrepreneur and has developed into a modern icon.

Further, he felt Bieber’s style was authentic to DKNY. “It’s a mix of something masculine with something feminine, and it just felt like a good fit,” he said.

Bieber had just finished a Vogue cover story that Jansson had shot, and she knew that Laird worked a lot with him, “so she was excited to work with him and he captures her really, really well,” said Laird.

Laird said they shot the campaign in a warehouse in downtown L.A. “It’s kind of like an industrial warehouse space.” He said he worked with Stefan Beckman on compiling different elements that brought in DKNY’s signature yellow. “We wanted a simple industrial world of textures, but really it was all about Hailey, and capturing her attitude and style and really just making it very simple,” he said.

The DKNY collection reaches a range of women from the 20s and up. “And honestly, a little bit depends on the country. It has a much younger audience internationally, and probably a wide range in the States because it’s been here longer,” he said. He said in the Middle East, “they have young twentysomething women who were so inspired by Kaia Gerber and the way she puts things together, and Lila’s campaign got so much attention,” he added.

“What I love about Hailey is she’s really timeless and ageless. I think she just really defines a sort of American style in her own terms. I think it’s less about an age and more about an attitude,” said Laird.

He said there’s an significant outdoor presence in both New York and L.A. and certain markets in Miami. The biggest thing is it will appear digitally and social. “It will also go out on Hailey’s social channels which are significant,” said Laird.

Laird said they will create a little publication with all the images and it will go out to DKNY’s retail stores. “It’s sort of like a DKNY newspaper,” he said.

Asked what Bieber was like to work with on set, Laird said, “Hailey’s great. I mean she knows her own style. I think it was really great because we’ve all worked together for so long.”

It was a two-day shoot and they also shot the holiday collection, which will come out in November.

“On Day Two, she showed up with her special Hailey Bieber smoothies. So it was breakfast with Hailey,” said Laird. Hailey Bieber’s Strawberry Glaze Skin Smoothie is a blend of almond milk, organic strawberries, bananas, avocado, dates, maple syrup, collagen peptides, hyaluronic acid, sea moss gel, and coconut cream sold at Erewhon.

“I kept telling her I’ve been hearing about these smoothies. And the next day she had smoothies for us,” said Laird.