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 fashion brand. The campaign at a glance:
- Starring Lila Moss, daughter of Kate Moss
- Photographed by Mikael Jansson
- Styled by Alastair McKimm
- Creative Direction by Trey Laird
- Hair by Mark Carrasquillo
- Make-up by Anthony Turner
DKNY Unveils Spring 2025 Campaign Featuring Lila Moss
The DKNY Fall 2024 campaign injected New York literature into the world of DKNY with quotes from “Just Kids” by Patti Smith, “The Great Gatsby” by F. Scott Fitzgerald, and “Bright Lights, Big City” by Jay McInerney. The campaign tapped into these nuggets of wisdom to arrive at a fresh vision for the collection. This season, Hollywood films take center stage. Drawing inspiration from iconic movies that showcase New York City as a backdrop, DKNY Spring 2025 campaign features the city and Lila Moss as its main characters.
A rising star who brings a fresh energy and edge, Lila has carved out a distinctive identity in the industry. As Kate Moss’s daughter, she extends her fashion heritage while projecting a captivating individuality that mirrors DKNY’s balance of timeless style and modern relevance. Lila representing DKNY takes on significance with Kate Moss appearing in Donna Karan New York Spring 2025 Campaign – this mother-daughter connection echoes DKNY’s origin when Donna Karan drew inspiration from her daughter for the line’s youthful aesthetic.
DKNY Unveils Spring 2025 Campaign Featuring Lila Moss
“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’s looks 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 style. DKNY channels the unwritten codes of New York City style and this collection celebrates the enduring legacy of chic, urban looks that continue to appeal to different generations. Signaling both ease and attitude, the collection reveals how styling boxy striped polo with denim shorts; a yellow parka over a black jersey dress; or a pinstripe suit worn informally can create 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 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.
DKNY Unveils Spring 2025 Campaign Featuring Lila Moss
ABOUT DKNY
Since its launch in 1989, DKNY is synonymous with New York—inspired by the energy and attitude of the city. Founded on a pair of jeans and the speed of sport, DKNY is utility and style—it’s practical and modern. Drawing on Donna Karan’s principle of designing for the woman who didn’t know where the day would take her, DKNY transformed into a global lifestyle powerhouse: the dynamic wardrobe of everything a girl needs to live a New York life—wherever that may be.
“It may have started with me wanting a pair of jeans, but the truth is I never wanted it to be about me. I wanted it to be about New York! The energy, the colours, the collision of personalities and styles from all over the world that give New York its heart and soul. That was always the real vision from day one,” says Donna Karan.
Today, the team reimagines and reinvents once again—their love for New York City, serving as both muse and mentor. From stitch to silhouette, they invite the world to explore new collections where culture, confidence, and the heartbeat of New York converge and become part of a fashion brand that is not just worn—but lived. This is their love letter to the authentic street style and energy that defines the DNA of New York—a narrative that unfolds in a new era of accessibility.
ABOUT G-III APPAREL GROUP, LTD.
G-III Apparel Group, Ltd., a global leader in fashion with expertise in design, sourcing and marketing, owns and licenses a portfolio of over thirty preeminent brands including DKNY, Karl Lagerfeld, Donna Karan and Vilebrequin. It also licenses over twenty brands, including Calvin Klein, Tommy Hilfiger, Nautica, Halston, Converse, and National Sports leagues, among others.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
