DKNY

Feb 2025

The DKNY Spring 2025 Ad Campaign masterfully reclaims the brand's quintessential New York City DNA, blending a gritty, urban editorial aesthetic with the polished sophistication of a luxury fashion house. Under the visionary creative direction of Trey Laird and captured through the lens of photographer Mikael Jansson, the campaign features Lila Moss, whose presence anchors the narrative in a contemporary, relatable light. Across the imagery, the team leans into a cinematic visual language, utilizing natural light and high-contrast environments to transform everyday metropolitan backdrops into stages for storytelling. From the sharp tailoring of pinstripe suiting seen against iconic iron subway railings to the nostalgic, lived-in texture of a patched denim jacket inside a darkened theater, the campaign feels both meticulously curated and effortlessly authentic. The styling by Alastair McKimm, paired with soft, intentional hair by Mark Carasquillo and clean makeup by Anthony Turner, reinforces a modern lifestyle narrative that avoids pretense. By incorporating live-action techniques and hazy golden lens flares against historic facades like the Cinema Village, the work bridges the gap between classic commercial photography and modern street-style documentation. This season, the imagery succeeds by positioning the DKNY collection as a fundamental component of the city experience, proving that true style is as much about the environment as it is about the garment itself.

Editorial, Lifestyle, Cinematic

Natural light

Luxury Fashion Houses, Fashion