Kaia Gerber stars in DKNY's spring ad campaign. The brand seeks to attract the next generation with an elevated collection and redesigned logo.
, the 22-year-old Gerber was photographed by Alasdair McLellan at Spring Studios in New York and was styled by Alastair McKimm for the spring ad campaign.
With a renewed focus on DKNY icons and fundamentals, the collection reimagines core elements such as denim, blazers, trenches and leather jackets — all refreshed with a Gen Z twist. There’s also a new take on the DKNY logo, which sets the tone for an all American street style.According to Laird, the idea was to update the brand and give it a fresh energy. “We really thought this was a great season to really make everything cool.
He said they kept the campaign really clean and very simple. They worked with McLellan to feature all the DKNY foundation essentials. McKimm also went all around the city, documenting it, so they have these collage layouts. “It’s the city and Kaia felt like the all-American style girl of our time. DKNY was obviously one of the biggest all-American brands to launch in the Nineties. So it felt like a good marriage.
The digital campaign will launch Monday on Instagram with the videos. “DKNY is super digitally driven, so there’s a lot of digital content going out in all the social and digital units,” Laird said.
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