DKNY

Feb 2024

For the DKNY Spring 2024 ad campaign, creative director Trey Laird and photographer Alasdair McLellan strip away the noise of the city to focus on the essential DNA of the New York-based brand. Centered around model Kaia Gerber, the campaign serves as a masterclass in editorial minimalism, leaning into the sharp contrast between industrial urban textures and a clean, controlled studio environment. Stylist Alastair McKimm curates a wardrobe that balances classic streetwear sensibilities—oversized leather blazers, distressed denim, and iconic branded baseball caps—with the utilitarian spirit that defines modern luxury fashion. The visual language is consistently crisp, utilizing studio strobe lighting to emphasize the tangible grain of patent leather and cotton canvas against muted, neutral-toned concrete walls. Beyond mere portraiture, the execution integrates a thoughtful live-action technique, incorporating collage-like film strips of NYC landmarks that ground the high-fashion aesthetic in the gritty reality of the streets. This campaign moves away from elaborate set design, opting instead for a deliberate, composed simplicity that allows the branding and the clothing to speak for themselves. By blending the raw, lived-in feel of natural light with the polished precision of commercial studio work, the team captures a sense of effortless, enduring style that feels both deeply rooted in the brand’s history and perfectly aligned with the contemporary fashion landscape.

Lifestyle, Vertical, Commercial, Editorial

Natural light

Luxury Fashion Houses, Fashion