Bieber steps in as DKNY’s global face, shot by Mikael Jansson in a stripped back warehouse, with pieces that sharpen New York codes.
Hailey Bieber is the new global face of DKNY for Fall 2025, a clean appointment that puts her street to studio style at the center of the brand’s next chapter. The campaign was photographed by Mikael Jansson in a pared down warehouse setting that lets the clothes do the talking.
The wardrobe reads like a city uniform. There is a black blazer over denim, a crisp shirt peeking out, and chunky loafers. A varsity jacket flashes neon lettering. Wide leg jeans sit next to an oversized glen plaid blazer. The through line is ease with structure, which is exactly how Bieber describes the collection’s wearability.
Accessories carry the DKNY story forward. The Hadlee bag, the Paula Commuter tote, and the archival Chana ’89 appear throughout. A Yankees cap, part of an official collaboration, puts a New York stamp on the looks.
DKNY frames the season as a dialogue between past and present. Pieces from the DKNY est. 1989 capsule are mixed with current silhouettes, a nod to the label’s original pace and pragmatism without losing the now.
The team behind the shoot underscores the mood: creative direction by Trey Laird, styling by Clare Richardson, hair by James Pecis, and makeup by Hannah Murray. The stripped back set and Jansson’s lens keep focus on line and attitude.
The collection is available to shop online and in stores.
