As a continuation of its New York Stories, DKNY shifts focus from literature to cinema for its Spring 2025 Campaign, introducing Lila Moss as the new global face of the brand. In this starring role, she appears in scenes that are inspired by legendary films shot throughout the city.
After last season’s bold campaign that injected New York literature into the world of DKNY, this season, the power of film takes center stage. Drawing inspiration from iconic movies that showcase New York City as a vibrant backdrop, the campaign features both the city and Lila Moss as its main characters, with the cinematic atmosphere allowing Lila to seamlessly embody different roles. As a recent transplant to the city, she already shows the self-assurance of a local whose personal style becomes a calling card. In DKNY, she finds her own self in the city.
A rising star who brings a fresh energy and edge, Lila has been carving out a distinctive identity in the industry. As Kate Moss’s daughter, she extends her living fashion heritage, while projecting a captivating individuality that mirrors DKNY’s balance of timeless style and modern
relevance. Lila representing DKNY takes on even more significance with Kate Moss appearing in the Donna Karan New York Spring 2025 Campaign – a mother-daughter connection between these two
brands that echoes DKNY’s story of origin, when Donna Karan drew inspiration from her daughter for the line’s cool, youthful attitude.
“Lila as the next dynamic face of DKNY exudes energy that embodies our brand’s spirit, resonating with global consumers to create authentic brand connections,” states Jeff Goldfarb, Executive Vice President, at G-III Apparel Group. “This campaign further strengthens our commitment to expanding DKNY’s global presence.”
In the campaign, shot by Mikael Jansson, Lila gives off main character energy in looks that are youthful yet elevated, and feature the “DKNY est. 1989” collection which revisits iconic pieces from the DKNY archive and reinterprets them in a contemporary way. Signaling both ease and attitude, the collection reveals how styling boxy striped polo with denim shorts; a vibrant yellow parka over a black jersey dress; or pinstripe suiting worn informally creates silhouettes that are sophisticated and streamlined.
“The Spring DKNY 2025 Campaign represents a pivotal moment, highlighting the brand’s unwavering commitment to creativity, authenticity, and accessibility. Launching today on @DKNY social channels, the campaign will debut globally through a diverse media mix, leading with impactful social, digital, premium outdoor, and influencer partnerships,” says Jacki Bouza, SVP of Global Marketing and Communications at G-III Apparel Group.
The Spring 2025 collection is available worldwide on DKNY.com and in select retailers.
DKNY is distributed in Canada by Marchon.
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