DKNY, Lila Moss is the protagonist of the spring 2025 campaign on the streets of New York
DKNY continues its journey through its “New York Stories,” bringing its narrative from literature to film for its Spring Summer 2025 campaign.
The metropolis that never sleeps becomes the stage for DKNY 's new spring 2025 campaign, which celebrates the pulsating energy of New York through the face of Lila Moss . The British model, chosen as the new global face of the brand, "perfectly embodies the dynamic and contemporary spirit of the brand," explains the fashion house.
Inspired by iconic films set in the Big Apple , the campaign transforms Lila Moss into a “modern style heroine, capable of naturally interpreting multiple facets of the DKNY woman”. With a style that blends spontaneity and sophistication, she moves between the iconic neighborhoods of the city she now calls home, after leaving London, where she grew up.
Shot by photographer Mikael Jansson , the campaign "highlights the versatile spirit of the DKNY est. 1989 collection", a line that recalls the brand's cult archive pieces, reinterpreting them with a contemporary allure. The perfect balance "between classic and modern" that translates into versatile outfits: from the boxy striped polo shirt paired with denim shorts, to the bright yellow parka layered over a black jersey dress, key pieces that express the brand's stylistic signature.
“DKNY’s Spring 2025 campaign is a pivotal moment, underscoring the brand’s continued commitment to creativity, authenticity and accessibility,” adds Jacki Bouza, SVP Global Marketing and Communications for G-III Apparel Group. Balancing tradition and innovation, Lila Moss becomes the face of a brand that evolves while remaining true to its essence. The DKNY Spring 2025 collection is now available globally at DKNY.com and select retailers.
