DKNY
DKNY's urban-inspired ready-to-wear, lookbooks and campaigns across fashion and luxury
Featured DKNY projects
This week's top DKNY projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project DKNY · Spring 2026 Ad Campaign
For its Spring 2026 campaign, DKNY returns to its New York City roots with a stark, graphic-heavy visual identity. Starring Hailey Bieber, the series leans into a clean, minimalist studio aesthetic, anchored by large-scale monochromatic portrait prints that serve as both backdrop and framing device. The project captures a polished editorial feel through precise art direction and sharp tailoring. Creative director Trey Laird and photographer Mikael Jansson build a high-contrast environment that balances urban grit with high-fashion restraint. The set, designed by Stefan Beckman, utilizes white-washed brick and raw architectural elements, while utilitarian props like stacked CRT monitors add a tactile layer to the imagery. Styling by Clare Richardson emphasizes a sharp, monochromatic palette, complemented by hair from James Pecis and makeup by Hannah Murray.
Project DKNY · SP26
For the DKNY SP26 campaign, the creative team leans into a sharp, collegiate-inspired aesthetic that masterfully bridges the gap between high-end fashion house standards and accessible, contemporary streetwear. Under the collaborative creative direction of Daniel Packar and Roi Elfassy, the project captures a series of studio portraits that celebrate the effortless versatility of the modern wardrobe. With photographer Hayden Worsfold behind the lens, the imagery utilizes consistent studio strobe lighting to maintain a clean, high-key atmosphere, ensuring the focus remains squarely on the collection's texture and silhouette. The campaign highlights a range of staple pieces, from varsity-style bomber jackets and structured trench coats to minimalist tailoring, all rendered with an editorial edge that feels both professional and grounded. The visual language, characterized by its reliance on seamless backdrops and a neutral color palette, allows the brand's signature bold typography to stand out as a key graphic element. Complementing the photography, hair stylist Tomo Jidai and makeup artist Maki Ryoke work in tandem to craft a polished, natural look for model Nikki Mcguire, emphasizing a timeless, clean-lined elegance. Through this deliberate approach to editorial minimalism, the SP26 project successfully translates the energy of New York City style into a commercial narrative that is as sophisticated as it is wearable.
Project DKNY · Brand Identity
The latest brand identity project for DKNY serves as a masterclass in editorial minimalism, stripping back the noise to prioritize a sharp, monochromatic visual language. By grounding the brand in a high-contrast palette of crisp white and matte black, the identity work creates a cohesive narrative that spans across diverse collateral, from physical retail packaging to the digital interface. The project utilizes a sophisticated blend of studio strobe photography and macro techniques to elevate everyday items, such as shopping bags and stationery, into tactile symbols of modern style. Each piece of the identity, whether it is a high-key notebook composition or a detailed garment tag, emphasizes clean lines and geometric clarity. Beyond the product photography, the work extends into a broader editorial lifestyle scope, where digital collages and UI illustrations piece together a portrait of the brand as both accessible and aspirational. Under the meticulous graphic design of the team at COMMISSION, the DKNY identity channels a sense of intentionality, where every element—from the sans-serif typography to the deliberate use of ribbon detailing—feels curated and precise. This project successfully reinterprets the house codes for a contemporary audience, proving that when handled with a focused, minimalist eye, a consistent graphic identity can transform the simplest brand assets into a powerful and recognizable story of refined, high-end fashion e-commerce.
DKNY · Bob Jeusette for DKNY - BE DELICIOUS
This commercial campaign for DKNY Be Delicious, directed by Bob Jeusette, focuses on a series of lifestyle vignettes that move between urban landscapes and interior environments. The production employs a live-action technique to showcase the fragrance through energetic, rhythmic sequences set against city streets and private spaces. Featuring models interacting with stylized props, the imagery utilizes natural light and a bright color palette to maintain a polished, warm aesthetic. The project was developed with agency and creative support from Mazarine, with additional production services provided by Caviar and ILA Studio.
DKNY · NY Made Me
The NY Made Me campaign for DKNY serves as a kinetic portrait of New York City, drawing on the city's inherent energy to frame the brand's latest collection. The project utilizes a wide-ranging visual language, oscillating between sweeping drone footage of the skyline and grounded, intimate vignettes set in urban interiors. Directed through a cinematic lens, the film leans into a metropolitan aesthetic characterized by warm, golden hour lighting and high-contrast night sequences. Production was handled by Golden Projects, anchoring the narrative in the shifting rhythms of downtown life.
DKNY · Paper
DKNY’s 'Paper' campaign captures a high-energy nightlife aesthetic, grounding the brand in an environment defined by saturated purple lighting and laser-lit atmosphere. The video project leans into a raw, kinetic visual language, utilizing fast-paced movement and rapid cuts to maintain a dynamic tempo. Produced by Pan Up Productions, the film explores textures through handheld camera movements and lo-fi digital overlays. The work utilizes neon color palettes and vertical formatting to engage with contemporary fashion retail standards.
Project DKNY · Brand Content
This brand content series for DKNY highlights the season’s collection of leather handbags and footwear through a series of minimalist, studio-shot product imagery. Produced by Slate Studios, the campaign leans into high-contrast studio setups and clean, geometric compositions to showcase the physical textures of the accessories. The photography utilizes a mix of hard and soft lighting techniques, ranging from sharp chiaroscuro-inspired shadow play to high-key lighting on minimalist surfaces. The imagery emphasizes the structural details of the leather, gold hardware, and brand lettering, consistent with a polished commercial aesthetic.
Project DKNY · DKNY S25
The DKNY S25 campaign captures a contemporary fashion aesthetic through a series of editorial images set against the bustling backdrop of New York City. The project features models Melodie Vaxelaire and Mila Bergsma in a collection of urban silhouettes, ranging from slip dresses to athletic-inspired coordinates. Photographer Tom Schirmacher works alongside creative directors Daniel Packar and Roi Elfassy to develop the visual narrative, which emphasizes movement and metropolitan energy. The imagery utilizes a mix of natural light and long exposure techniques to highlight the subjects against the dense, high-contrast city environment. With fashion styling by Milton Dixon III, hair by Panos Papandrianos, and makeup by Maud Laceppe, the campaign grounds its high-street appeal in authentic, street-level compositions. Set design by Andy Harman further defines the urban context, maintaining a clean, warm-toned editorial look throughout the series.
Project DKNY · DKNY S/S '25 Lookbook
The DKNY S/S '25 Lookbook presents a collection of high street fashion imagery, focusing on clean studio aesthetics and minimalist editorial compositions. Featuring model Vika Evseeva, the lookbook highlights the seasonal apparel through a series of monochrome and tonal portraits shot against seamless white backdrops. Creative direction was led by Daniel Packar and Roi Elfassy, with photography by Clay Stephen Gardner and fashion styling by Milton Dixon III. The campaign utilizes vertical, editorial-style framing and clean lighting techniques to emphasize the texture and tailoring of the new collection.
DKNY · DKNY S/S 2025 Campaign
The DKNY S/S 2025 campaign, directed by Trey Laird with photography by Mikael Jansson, captures a series of urban vignettes across New York City. The project features model Lila Moss set against iconic metropolitan backdrops, including streetscapes and cinema marquees. The visual approach leans into a cinematic aesthetic, utilizing grainy Super 8 and 16mm film textures to evoke a nostalgic tone. Styled by Alastair McKimm, with hair by Anthony Turner and makeup by Mark Carrasquillo, the work integrates contemporary fashion with a raw, live-action technique.
Project DKNY · DKNY Spring 2025 Campaign
The DKNY Spring 2025 campaign channels an authentic metropolitan aesthetic, blending high-street fashion with the candid energy of New York City. The editorial imagery features a versatile collection that ranges from tailored vest jackets and structured swimwear to relaxed denim and layered streetwear. Throughout the series, the focus remains on clean lines and natural textures, grounding the seasonal designs in an approachable, contemporary context. Photographer Daniel Jackson captures the collection outdoors, utilizing natural daylight and shallow depths of field to set the models against bustling urban backdrops and waterfront settings. Creative direction by Daniel Packar and Roi Elfassy emphasizes a refined, minimalist mood, while fashion styling by Alastair McKimm brings a cohesive, layered look to the apparel. The campaign leans into editorial and lifestyle aesthetics, often utilizing analogue film techniques to create a warm, tactile finish that accentuates the brand's signature urban identity.
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